London, 21st July 2023: For the last five years Cadbury Dairy Milk has shone a light on the innate
generosity of the nation through its much loved “There’s a Glass and a Half in Everyone” series.
Releasing award-winning films such as “Mum’s birthday”, “Fence’’ "Bus", "Garage" and “Speakerphone”
Cadbury’s latest campaign moves away from the big screen to communicate its brand platform with a
new creative approach, and in a range of different channels.
Staying true to its “There’s a Glass and a Half in Everyone” storytelling formula, Cadbury Dairy Milk
today launches a campaign that brings to life this belief; with simple stories depicting modern everyday
acts of generosity in action, executed through simple illustrated scenes.
Created in partnership with global agency of record, VCCP, Cadbury worked with Minji Moon, an
illustrator from Seoul, South Korea to portray different moments of generosity. Executed in her
trademark style using bold visuals, uniting colourful and simplified shapes the OOH illustrations depict
moments that show how being kind and generous to one another brings humans closer together. These
scenes include an umbrella being offered up to protect a passerby from the rain, one stranger jump
starting the car of another and a passenger on a commute allowing someone to snooze on their
shoulder when they've fallen asleep - among others. Each scene demonstrates the powerful human
connection coming from a simple act of generosity. To symbolise that ‘There is A Glass and a Half in
Everyone’ the Cadbury logo has been used to show the generous interactions within each illustration.
Michael Moore, Marketing Manager at Cadbury Tablets at Mondelēz International said: “Cadbury
has been shining a light on every day generosity beautifully since the launch of ‘There’s A Glass And AHalf In Everyone’ series over five years ago so it is great that we can amplify this message further with
such simple yet impactful visuals.”
Chris Birch & Jonny Parker, Executive Creative Directors at VCCP London added: “While
Cadbury’s quiet, filmic storytelling has been at the centre of the brands repositioning for the last few
years, we wanted to demonstrate stories of generosity in non-AV channels like OOH and social. Using
these different channels meant we had to find new expressions of generosity to simply and effectively
depict our belief that 'There's a Glass & a Half in Everyone'.”
The campaign will run in the UK from today until 22nd August and will appear across multiple
touchpoints including YouTube, Meta, Twitter, OOH and press. Media planning and execution has been
led by Publicis Media.
Cadbury has been shining a light on every day generosity beautifully since the launch of ‘There’s A Glass And A Half In Everyone’ series over five years ago so it is great that we can amplify this message further with such simple yet impactful visuals. Michael Moore, Marketing Manager at Cadbury Tablets at Mondelēz International