This Doesn’t Need To End

Celebrating the myriad acts of kindness, big and small, happening during the coronavirus pandemic.

Cadbury wanted to celebrate all the wonderful small generous acts that are happening every single day, behind front doors up and down the country.

The result is “This doesn’t need to end”, a film made by VCCP and Clouded Vision. Working together they created a spot that highlights the generous acts we are seeing in society, and championing that we retain these generous behaviours once we're out of lockdown. The footage was all captured by Clouded Vision's network of DOPs, filming in their own homes and with their families during lockdown, gathering the real-life stories shared in the film.

The film launched during Gogglebox on 1st May, and remains available to watch on Cadbury’s owned social channels.