(Part of a series of ad projects created for Miami Ad School. Fictitious in execution, authentic in intent.)
The problem:
For Cadbury, mixing joy, chocolate and Christmas should be a no-brainer, and the brand needed to lift consideration around Christmas time.
With the cost of living crisis showing no sign of abating, Christmas on the horizon portends more stress than joviality. We found the more uncertain people feel about their future, the more they fall back on small creature comforts – the little things – to reconnect with joy.
The strategy:
Our idea was to remind people who are stressed during Christmas to focus on enjoying the little things associated with the traditions of the season – by sharing a ‘little moment’ with Cadbury.
The execution:
Executing this idea included a 60-second TVC across the Christmas period, highlighting the ‘little moments’ of Christmas: Opening the Cadbury advent calendar, writing letters to Santa, Christmas brunch, giving gifts to extended families, sharing a box of Cadbury Favourites with someone who lives far away (over a video call), putting up the Christmas lights. And for the little ones, leaving out cookies for Santa.
Extending on the TVC, we planned an out of home campaign to highlight the ‘little moments’ and special connections made at Christmas time, buying space in high traffic metro areas as well as retail placements to hook shoppers venturing out.
We also created a social campaign to encourage customers to personalise their Cadbury experience with ‘Joy Deliveries’.
