Thinkbox
A simple, character-based portrayal of generosity that delivers an unexpectedly powerful and moving punch is the winner of the May & June Thinkbox award for TV creativity.
In Cadbury’s “Speakerphone” by VCCP, we see a dad sitting in his car after starting a new job and taking a call from his son who is ringing to see how the day has gone. As the dad admits to feeling worried, his son is reassuring and kind – underlined by the Cadbury Dairy Milk bar he has left for his dad in the glove box.
The commercial is not just the latest in Cadbury’s Dairy Milk’s six-and-a-half-year-old “There’s a glass and a half in everyone” strategy, it’s also a perfect demonstration of it.
“Our generosity positioning — and the comms stemming from it — has been shown by research to build people’s love of the taste of Cadbury whilst also increasing their affinity with the brand,” says Gemma Flanigan, marketing director, Cadbury brand equity UK&I, at Mondelez International.
“There’s a glass and a half in everyone” is a statement about the nation by a brand that is proudly of the nation, she explains. As such, both the campaign strategy and media strategy are focused on “the-UK-at-large”.
In terms of demonstration and reach, Flanigan adds: “TV is perfect for that.”
Read the full article on Campaign.co.uk.
Cadbury Dairy Milk: Speakerphone
- Agency: VCCP
- Creative team: Chris Birch, executive creative director; Jonathan Parker, executive creative director; Simon Connor, creative; Steve Cross, creative
- Client: Gemma Flanigan, marketing director, Cadbury brand equity UK&Ireland
- Production company: Somesuch & Co
- Director: Steve Rogers
Burger King: We give up
- Agency: BBH
- Creative team: Felipe Serradourada Guimaraes, deputy executive creative director; Jennifer Ashton, creative; Oliver Short, creative
- Client: Katie Evans, chief marketing officer, Burger King UK
- Production company: Riff Raff
- Director: The Sacred Egg
Great Western Railway: Five get there first
- Agency: adam&eveDDB
- Creative team: Matt Woolner & Steve Wiolan, creative directors; James Gilham & Graham Cappi, creative directors; Frances Leach, creative director; Ben Tollett, group executive creative director
- Client: Chloë Ravat, senior brand & campaigns manager, Great Western Railway
- Production company: Merman/Not to Scale
- Director: Guy Manning
McDonald's: #McNuggetWorthy?
- Agency: Leo Burnett UK
- Creative team: Gareth Butters, creative director
- Client: Ana Saffer, marketing manager, McDonald’s
- Production company: Rogue Films
- Director: Sam Brown
Wayfair: Escape the catalogue
- Agency: BBH London
- Creative team: Helen Rhodes, executive creative director; Lucy Johnstone, art director; Grace Chambers, copywriter
- Client: David Twehues (chief marketing officer EU); Mike Pearson (head of creative EU); Carey Pearson (head of brand & events EU), Wayfair
- Production company: Smuggler
- Director: Bjorn Ruhmann
