Cadbury Dairy Milk Finds New Ways of Showing That There’s a Glass and a Half in Everyone

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 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.”

Chris Birch and 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.