Cadbury has partnered with creative agency Ogilvy on a campaign for Cadbury Dairy Milk Chocolate in Indonesia and Malaysia pitching the brand’s platform of “goodness in everyone” or Rasakan Lembutnya Kebaikan (Taste/Feel the softness of goodness).
The campaign features a one-minute film anchored in the universal truth of not judging a book by its cover, going beyond snap judgment, and allowing “softness in action and reaction.”
The film, called “Stranger on a Bus” shows a tough-looking character getting on the bus while passengers worriedly clutch their belongings as he passes by.
He sits behind a young mother and her child, who turns with a worried look. The kid engages the stranger, who turns out to be an alright guy after all – a happy ending ensues.
“We fell in love with the script and it’s amazing to see it come to life on screen,” said Nikhil Nicholas, Chocolate Category Lead, South East Asia.
“Rasakan Lembutnya Kebaikan is our way of marrying both product and purpose for Cadbury Dairy Milk by showing how softness leads to goodness which speaks to the heart of this piece of communication.”
“Our Ogilvy teams in Southeast Asia came together and undertook a massive strategic and creative exploration process across Malaysia, Singapore, Indonesia, and Philippines, over a 6-month period to bring this story to life,” said Nicolas Courant, Chief Creative Officer Ogilvy Singapore.
The TVC has launched in Indonesia and Malaysia and set for launch in the Philippines next month.
Client: Mondelēz International, Inc.
Nikhil Rao: VP Marketing, South East Asia
Nikhil Nicholas: Chocolate Category Lead, South East Asia
Stacey Biagtan: Marketing Manager, Cadbury Dairy Milk
CCO: Nicolas Courant
ACD: Rachel Chew and Sonali Ranjit
Chief Client Officer: Giri Jadhav
Regional Business Director: Kanika Sood
Account Director: Bowie Tong
Production Company: Hanzo Films/Dubai
Director: Johan Stahl
DP: Werner Maritz
Producer: Chippy Babu
Executive Producer: Hijaz Moosa, Gemsheer CC
Offline Studio: BaconX/Copenhagen
Editorial Company: ArtOfficial, CPH
Editor: Jeppe Bødskov
Music: Anton Eger & Johan Stahl
Sound: Reda El-Kheloufi
Grading Studio: Cameo/Copenhagen
Colorist: Lasse Marcussen
Service Production: Biscuit Films/KL
Local Producer: Magen Appathurai, Daniel Wee
Head of Films APAC: Rebecca So
EP: Zyra Khiruddin
Producer: Thinesh Muniandy
Program Manager: Nigel Pinto