Call your mum
Mondelez International
Issue 54 | March 2020
Agency
Ogilvy Canada
Creative Team
Chief Creative Officer: Brian Murray Art Director: Samiir Mussa Writer: David Weaver, Pam Danowski
Production Team
Production House: HeydSaffer Executive Producers: Kevin Saffer, Cynthia Heyd Director, Editor: Brad Dworkin DOP: Bruce Harper Line Producer: Joshua Chaiton Producer: Kathleen Blenich
Other Credits
Brand Manager: Natalie DeJong Associate Director Everyday Chocolate: Emmanuelle Voirin Chief Strategy Officer: Tom Kenny Executive Group Head: Jo Palmiero Group Account Director: Claudia Pereira Account Executive: Kyron Sobers Agency Production Head: Eric Thompson
Date
December 2019
Background
To drive awareness of Cadbury Dairy Milk's generosity positioning during the holiday season.
Idea
For Cadbury Dairy Milk, the belief in the goodness within is more than just seasonal boilerplate. During the holiday rush, Cadbury opted to help people give something special to the people they love: their time. A purple British phone booth was set up outside a popular Toronto park with a sign that relayed a simple message, “Call your mum”. Passersby who entered the booth were met with a custom-built purple Cadbury phone that they could use to call a loved one anyone in the world. As a token of Cadbury’s reciprocal generosity, they were surprised by a secret compartment on the bottom of the phone, which opened up and dispensed a Cadbury Dairy Milk bar. The activation was filmed and amplified on Facebook and YouTube.
Results
16M Impressions for facebook and instagram, 20M Impressions for Youtube.