2015 Winners & Shortlists

Brief Explanation

Cadbury is a globally-known brand. Their ads are on youtube, and everyone seems to know it's a Cadbury ad, even before seeing the logo at the end. This was a challenge in terms of creating something new. We had to offer a different take on the well known brand. We had to re-ignite peoples' imaginations and engage them. We had to do something fresh, not forgetting that it's all about the joy you feel when you eat chocolate - Cadbury chocolate.

The Brief

Following the success of last year's TV ad for Cadbury Bubbly, the client wanted us to further explore the essence of Free the Joy, but in a new way - in a different medium. Cadbury needed something new, something more expressive that would help to release the joy in peoples' minds.

How the final design was conceived

The final design is inspired by the idea. The idea is that when you start thinking about random, often insignificant thoughts, they sometimes turn into stories that can end up anywhere! Every bite is a moment of joy. And the more you eat, the more joyous it becomes. We told a story through the copy, and with the illustrations. The illustrations tell a story that is connected with one common thread, but does not seem to end. The purple lends itself beautifully in highlighting the colourful illustrations.

Indication of how successful the outcome was in the market

Feedback on the style of illustration has been positive. It is not only new for the brand, it is a completely new take on freeing the joy. The print ads have also contributed to the success - and continuing success - of the Bubbly bar in the marketplace.

Cadbury is the best selling chocolate-maker in the world. Free the Joy is a platform that the brand has been using for quite some time. This, in terms of advertising, has manifested itself in often quirky, odd communications.