LONDON, UK – Cadbury doubles down on realness in its newest global campaign “It could only be… Cadbury Dairy Milk”. The chocolate brand invites the world to slow down and remember what true chocolate magic tastes like. And where better to begin than at London’s iconic Piccadilly Circus?
Created in collaboration with global agency VCCP, this luscious campaign is a love letter to the unmistakable melt in the mouth experience of Cadbury Dairy Milk. The campaign moves in sync with Cadbury’s celebrated platform: “There’s a Glass and a Half in Everyone.”
At the core of the campaign is a visually decadent 15-second film: a single chunk of Cadbury Dairy Milk melting in extreme close-up. That mouthwatering moment will be shared across digital platforms including YouTube, VOD, and social media in nine markets, spanning from Australia to MENAP.
Cadbury and VCCP opted for a wholly analog approach. Every droplet of chocolate you see is the real deal, filmed in-camera under the meticulous eye of director Dan Tobin Smith with visual polish by Time Based Arts. Just Cadbury chocolate flowing and melting in hypnotic slow motion.
Guilherme Ferreira, Global Brand VP at Mondelez International said: “‘It could only be Cadbury Dairy Milk’ is the first of its kind – everything you see is real chocolate, celebrating the unique and instantly recognisable taste of a chunk of Cadbury Dairy Milk. When it feels like everyone is turning to AI and CGI, we were proud to create the film using real life filming on set, utilising experts in their craft to demonstrate the deliciousness of Cadbury Dairy Milk.”
Simon Connor, Creative Director at VCCP said: “Cadbury Dairy Milk is like no other chocolate – – it’s instantly recognisable to millions. Our challenge was to capture that feeling without messing it up. So, we did it the hard way: by hand. We built bespoke rigs, poured real Cadbury chocolate through them, and crafted every shot to show the taste everyone knows and loves. No CGI, no cheats – just proper craft, for a properly iconic chocolate.”
Chris Birch and Jonny Parker CCOs at VCCP said “Such an iconic product deserves iconic work that makes its way into the public’s consciousness. Dan and the wonderful team have done this with class and real graft.”
The national out of home executions are spearheaded by a Piccadilly Lights takeover featuring a 40” film of the iconic chunk melting. This will play every 10 minutes from 19th May to 1st June.
In addition, an immersive 3D soundscape will also accompany the campaign in the UK, running across Spotify, Global Radio and Octave. The podcast ‘Off Menu’ will also run personalized sponsored content during their ad breaks.
CREDITS
Campaign Title: It Could Only Be Cadbury Dairy Milk
Client: Mondelēz International – Guilherme Ferreira, Nikhil Nicholas, Abi Eayrs
Advertising Agency: VCCP
Chief Creative Officers: Chris Birch & Jonathan Parker
Creative Director: Simon Connor
Art Director: Tomás Azoubel Lima
Copywriter: Ana Marques
Group Managing Director: David Boscawen
Managing Partner: Gemma Findlay
Senior Account Director: Thom Gilbrook, Rosie Troen
Account Director: Vicky Norrington
Senior Account Manager: Lucy Morgan
Account Manager: Emira Grbac
Chief Strategy Officer: Clare Hutchinson
Head of Planning: Jenny Nichols
Planning Director: Dan Brown
Girl&Bear:
Agency Senior TV Producer: Carly Parris
Integrated Project Director: Sally Greenwood
Agency Creative Producer: Mish Dent
Designer: Adam Edwards & Jose Macena
Artwork: James Perry & Toby Kadir
Resource Manager: Yasmine Moridi
Media Buying Agency: Publicis Media
Global Strategy Lead: Barry Ferguson
Business Director: George Pearcy
Strategy Director: Imogen Tomlinson
Production Company: Dan Tobin Smith Studios
Director/Photographer: Dan Tobin Smith
Producer/EP: Hannah May
Production Manager: Cat Irving & Becky Thompson
1st Assistant Director: Rob Thorpe
Director’s Assistant: Elliott Lowe & Jack Lovell
Studio Assistant: Joseff Williams
DOP: Tim Green
1st Assistant AC: Guy Hazel
DIT: Daniel Turner
Playback: Tony Crouch
MOCO Operator: Dennis Henry
Gaffer: Steve Finberg
Electrician: Rob Stewart
Asylum SFX Supervisor: Elliot Carr
Asylum SFX Technician: Andy Walsh & Daniel Tynan
Food Stylist: Rosie Scott
Food Styling Assistant: Sophie Denmead
Post-Production Company: Time Based Arts
Post Producer: Matt Squires
2D Lead & Shoot Supervisor: Stephen Grasso
2D Leads: Andre Bittencourt &leo Weston
CG Lead: Tushar Kewlani
Colourist: Dani Rotaru
Retoucher: Martin Pryor
Audio Post-production: Factory Studios
Sound Design & Mix: Anthony Moore
Audio Producer: Olivia Endersby & Beth Massey
Music Supervision: Siren
Composer: Anthony Moore
Music Supervisor: Josh Gibbard
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