{"id":8662,"date":"2018-01-12T11:30:47","date_gmt":"2018-01-12T11:30:47","guid":{"rendered":"https:\/\/www.vccp.com\/singapore\/work\/%client_name%\/mums-birthday"},"modified":"2020-08-27T08:38:30","modified_gmt":"2020-08-27T07:38:30","slug":"mums-birthday","status":"publish","type":"work","link":"https:\/\/www.vccp.com\/singapore\/work\/cadbury\/mums-birthday","title":{"rendered":"Mum&#8217;s Birthday"},"content":{"rendered":"<div class=\"lazyblock-video-Z16OdPB wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/250652821?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-quote-image-27UAJU wp-block-lazyblock-two-column-text-quote-image\"><section class=\"fullwidth fullwidth--overflow \" data-aos=\"fade-up\">\r\n  <div class=\"container container--spaced-lg\">\r\n    \r\n    <div class=\"row\">\r\n      \r\n      <div class=\"col-md-6\">\r\n                \r\n                <blockquote class=\"blockquote blockquote--md-right\">\r\n          A new global brand platform which takes Cadbury back to its roots; a family brand founded on generous principles.                  <\/blockquote>\r\n                \r\n  \t\t\t      <\/div>\r\n      \r\n      <div class=\"col-md-6\">\r\n    \t\tu003cpu003eOur new positioning, &#8216;There&#8217;s a glass and a half in everyone&#8217;, shines a light on the kindness and generosity that we see in society every day, and which facilitates moments of real human connection. The first creative under the new global brand platform is centred on the nationu2019s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.u003cbr \/u003eu003cbr \/u003eThe campaign kicked off with a new TV advert on Saturday 13th January during The Voice on ITV. The 60-second spot tells the story of a young girl who enters a corner store wanting to buy a bar of Cadbury Dairy Milk. However, itu2019s not for her u2013 itu2019s for her mumu2019s birthday. As the girl has never bought something on her own before, she attempts to emulate what she has seen her mum do and gets her purse out to pay, but inside there is only a collection of small knick-knacks. She goes to pay using these trinkets, including a button and fake diamond ring, which the shopkeeper generously accepts. Even though it leaves him out of pocket, the shopkeeper ensures he doesnu2019t take the girlu2019s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mumu2019s favourite bar of Cadbury Dairy Milk, and a smile on her face.u00a0u003c\/pu003e  \t\t<\/div>\r\n  \t\t\r\n    <\/div>\r\n    \r\n  <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-images-1TpVWw wp-block-lazyblock-two-column-images\"><section class=\"fullwidth\">\n  <div class=\"container container--spaced-sm\">\n\n    <div class=\"row\" data-aos=\"fade-up\">\n      \n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            <div class=\"col-md-6\">\n        <div class=\"grid-item grid-item--square\">\n\n          <picture>\n            <source data-srcset=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape-heart.jpg 768w\">\n            <img data-src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/Cadbury-Posters-landscape-heart.jpg\" alt=\"\" class=\"lazyload img-fluid grid-item-img\">\n          <\/picture>\n\n        <\/div>\n      <\/div>\n            \n    <\/div>\n\n  <\/div>\n<\/section>\n<\/div>\n\n<div class=\"lazyblock-text-full-width-Z1Cfg wp-block-lazyblock-text-full-width\"><section class=\"fullwidth text-center\" data-aos=\"fade-up\">\n  <div class=\"container\">\n    \n    \n    u003ch4 style=u0022text-align: centeru0022u003eThe campaign will be further underpinned by digital, social, PR, experiential and sampling activations, as well as a second TV advert later in the year.u00a0u003c\/h4u003e\n  <\/div>\n<\/section><\/div>\n\n<div class=\"lazyblock-two-column-text-image-top-aligned-13bL1a wp-block-lazyblock-two-column-text-image-top-aligned\"><section class=\"fullwidth fullwidth--overflow aos-init aos-animate\" data-aos=\"fade-up\">\r\n    <div class=\"container container--spaced-lg\">\r\n        <div class=\"row\">\r\n            <div class=\"col-md-6\">\r\n                <div class=\"embed-responsive embed-responsive-1by1 img-inline img-offset-left-md\">\r\n                    <picture class=\"embed-responsive-item\">\r\n                        <source data-srcset=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/11936e_Cadbury.jpg 768w\">\r\n                        <img data-src=\"https:\/\/www.vccp.com\/wp-content\/uploads\/2020\/08\/11936e_Cadbury.jpg\" alt=\"\" class=\"lazyload img-fluid img-1-1\">\r\n                    <\/picture>\r\n                <\/div>\r\n            <\/div>\r\n            <div class=\"col-md-6\">\r\n                u003cpu003eEven though it leaves him out of pocket, the shopkeeper ensures he doesnu2019t take the girlu2019s favourite trinket (her miniature unicorn!) and she is able to leave the shop with her Mumu2019s favourite bar of Cadbury Dairy Milk, and a smile on her face.u003cbr \/u003eu003cbr \/u003eIn addition, brand new Out of Home will include the famous Cadbury Dairy Milk glass and a half of milk icon with other positive symbols, such as a heart, smiley face and thumbs up. Thereu2019s no Cadbury branding, it simply features the new Cadbury Dairy Milk tagline u2013 Thereu2019s a glass and a half in every one u2013 showing the human kindness in us all.u003cbr \/u003eu003cbr \/u003eFinally, between 25th and 28th January, Cadbury will be bringing the new TV spot to life by giving chocolate fans across the UK the chance to get a bar of Cadbury Dairy Milk for the price of a knick-knack, trinket or even a button! The five-day longu00a0u003ca href=u0022https:\/\/www.vccp.com\/en-gb\/work\/cadbury\/glass-and-a-half-shopu0022u003epop up storeu003c\/au003eu00a0will even have the same shop keeper as the advert! Get down to Greek Street in Soho between 10am and 6pm to experience it for yourself.u003c\/pu003e                    \r\n                            <\/div>\r\n        <\/div>\r\n    <\/div>\r\n<\/section><\/div>\n\n<div class=\"lazyblock-video-Z29nhvs wp-block-lazyblock-video\"><section class=\"fullwidth\">\r\n  <div class=\"container\">\r\n    <div class=\"embed-responsive embed-responsive-16by9 \" data-component=\"video\">\r\n      <iframe data-src=\"https:\/\/player.vimeo.com\/video\/285835576?title=0&amp;byline=0&amp;portrait=0&amp;color=6cbef1&amp;playsinline=0\" class=\"lazyload\" allowfullscreen title=\"\"><\/iframe>          <\/div>\r\n  <\/div>\r\n<\/section><\/div>","protected":false},"excerpt":{"rendered":"","protected":false},"author":3,"template":"","class_list":["post-8662","work","type-work","status-publish","hentry"],"acf":{"client_id":"8458","capability_ids":["988","8351"],"hero_image":false,"visible_on_home_page":["1"],"meta-title":"Cadbury - There's a glass and a half in everyone","meta-description":"We see the launch of our first campaign for Cadbury \u2018There\u2019s a glass and a half in everyone\u2019 with a new global brand platform which takes it back to its roots; a family brand founded on generous principles. The new positioning shines a light on the kindness and generosity that we see in society every day and facilitates moments of real human connection. The first creative under the new global brand platform is centred on the nation\u2019s favourite chocolate, Cadbury Dairy Milk, and sees the brand embrace an authentic and caring approach, capturing the spirit of the nation in a way that individual consumers can relate to.","relateditems":[{"relateditem":{"ID":634,"post_author":"5","post_date":"2020-06-24 09:56:54","post_date_gmt":"2020-06-24 08:56:54","post_content":"<!-- wp:lazyblock\/page-title {\"title\":\"Capabilities\",\"blockId\":\"Z24KL4u\",\"blockUniqueClass\":\"lazyblock-page-title-Z24KL4u\"} \/-->\n\n<!-- wp:lazyblock\/two-column-text-quote-image {\"blockId\":\"Z1pypLu\",\"blockUniqueClass\":\"lazyblock-two-column-text-quote-image-Z1pypLu\"} \/-->","post_title":"Capabilities","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"capabilities","to_ping":"","pinged":"","post_modified":"2020-08-27 00:55:37","post_modified_gmt":"2020-08-26 23:55:37","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?page_id=634","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":212,"post_author":"5","post_date":"2020-06-15 22:26:43","post_date_gmt":"2020-06-15 21:26:43","post_content":"","post_title":"Work","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"work","to_ping":"","pinged":"","post_modified":"2021-06-11 18:01:42","post_modified_gmt":"2021-06-11 17:01:42","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?page_id=212","menu_order":1,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}},{"relateditem":{"ID":896,"post_author":"5","post_date":"2020-07-01 10:07:30","post_date_gmt":"2020-07-01 09:07:30","post_content":"","post_title":"News","post_excerpt":"","post_status":"publish","comment_status":"closed","ping_status":"closed","post_password":"","post_name":"news","to_ping":"","pinged":"","post_modified":"2021-06-11 18:03:28","post_modified_gmt":"2021-06-11 17:03:28","post_content_filtered":"","post_parent":0,"guid":"https:\/\/www.vccp.com\/singapore\/?page_id=896","menu_order":0,"post_type":"page","post_mime_type":"","comment_count":"0","filter":"raw"}}],"hero_video":"","social-media-image":false},"_links":{"self":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work\/8662","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/work"}],"about":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/types\/work"}],"author":[{"embeddable":true,"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/users\/3"}],"wp:attachment":[{"href":"https:\/\/www.vccp.com\/singapore\/wp-json\/wp\/v2\/media?parent=8662"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}