Share The Joy
Issue 21 | December 2011
Agency
DDB New Zealand
Creative Team
Group Executive Creative Director: Toby Talbot ; Creative Director: Aaron Goldring ; Creative Director: Steve Kane; Creative Director: Dave Brady ; Art Director: James Conner; Copy Writer: Christie Cooper; Deputy Creative Director RappTribal: Dave Reid ; Deputy Creative Director RappTribal: Steve Anderson ; Snr Designer RappTribal: Jason Vertongen ; Snr Designer RappTribal: Tau Matenga
Production Team
Snr Producer RappTribal: Dov Tombs; Creative Technologist RappTribal: Matt Kardos ; Developer RappTribal: Cameron Crosby; Creative Services Manager: Kristin Rodger ; Project manager: Andy Robilliard; Executive Producer: Judy Thompson; Producer: Chloe Sutherland; Editor: Steve Gulick; Event Director; Amani Peleti; Event Manager: Ben Barrat-Boyes; Event Co-ordinator: Karina Nisbet; Head of PR: Claudio McDonald; PR Account Director: Dorita Hollins; Senior Account Manager: Julia George; PR Senior Account Executive: Georgie Wilkinson; Planner: Thinza Mon
Other Credits
Account Director: Keri Aves ; Group Account Director: Greg Jones ; Account Director: Sarah Jones; Account Executive: Tessa Denize
Date
December 2010
Background
After some strong competition from a local brand, New Zealanders had
fallen out of love with Cadbury. To remedy this, Cadbury briefed the agency for
a campaign that Kiwis could not help but love.
Idea
They wanted to remind New Zealander what chocolate is all about – Joy.
Because joy means different things to different people, the approach was to conduct a year-long experiment, in which as many different interpretations of joy as possible were captured. These could then be amalgamated into a glass-and-a-half production using the sounds of New Zealand’s joy.
Events were held up and down the country, designed to evoke joy. Every moment was recorded. The videos were combined with others uploaded to the site by the public in a stereoscopic recording studio.
Once a large library of sounds had been collected, the help of ten-times Grammy winner Bobby McFerrin was enlisted to turn them into a piece of music. The song was released as a series of TV ads and a music video.
Results
- 150,000 + at events
- 3 million + reached
- 650,000 dollars of free media coverage
- 700.000 watched the campaign online
- Enjoyment was 25% above the average campaign
- 15% increase in love scores
- 25% increase in buy most often
- An accumulative media reach of 8 million
Our Thoughts
There have been a few shining examples of creative advertising in the chocolate industry of late, but most have been one-off executions or finite campaigns. Here DDB have drawn out the campaign over a yearlong strategy of seemingly different elements in order to surreptitiously gather audio content that would ultimately culminate in a musical amalgamation of joy produced by 1988’s “Don’t Worry Be Happy” joyous songster Bobby McFerrin. This is big thinking and required a lot of patience from the client, which many others could learn from.