11: BRAND PURPOSE (Brand Activism)

The Generosity Bar - Chocolate - Cadbury Dairy Milk JPG
The Generosity Bar - Chocolate - Cadbury Dairy Milk MP4 2m:11s

The Generosity Bar - Cadbury Dairy Milk

The Generosity Bar - Cadbury Dairy Milk - Chocolate


Title of Entry: The Generosity Bar
Brand: Cadbury Dairy Milk
Product/Service: Chocolate
Client: Mondel─ôz International
Entrant Company: Ogilvy Singapore
Creative Agency: Ogilvy Singapore
Duration of Entry: 02:11
Chief Creative Officer: Nicolas Courant, Melvyn Lin
Creative Director: Guilherme Camargos
Art Director: Alessandro Agnellini, Kevin Wijaya,
Copywriter: Aritra Dutta, Jonathan Ollivier
Account Executive: Raquel Santos, Jamie Goh
Account Manager: Giri Jadhav, Campbell Cannon, Ciox Laurino, Nikki Khoo
Producer: Alvin Chin
Date of Release: 2019-04-16
Notes: As the brand who has always generously added an extra half a glass of milk to make its chocolate bars yummier, Cadbury wanted to show that generosity was still alive and could be activated to make a real difference. So, we created the Generosity Bar, a new version of our iconic Cadbury Dairy Milk only without the milk. Now, people can donate the milk to those who need it the most: the 4 million children in the Philippines who are suffering from malnutrition. Every time you buy it, a glass and a half of milk goes to the NGO Reach Out Feed the Philippines. So far 200,000 glasses of milk are being donated making a real difference for thousands of Filipino children. After a successful launch in the Philippines, the Generosity Bar is now being launched in other Asian countries like Indonesia and Pakistan.
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