As the brand who always generously added an extra half a glass of milk to make its chocolate bars yummier, Cadbury wanted to show that generosity was still alive and could be activated to make a real difference.

So we created the Generosity Bar, a new version of our iconic Cadbury Dairy Milk only without the milk. So people can donate it to those who need it the most: the 4 million children in the Philippines who are suffering from malnutrition. Every time you buy it, a glass and a half of milk go to the NGO Reach Out Feed Philippines to help the kids.

Awards

Cannes Lions / Finalist / Media
Cannes Lions / Finalist / Direct
Cannes Lions / Finalist / Brand Experience
One Show / Finalist / Creative Effectiveness
One Show / Finalist / Direct
One Show / Finalist / Integrated
D&AD / Finalist / Impact
Clio / Finalist / PR
Creative Circle Awards / Silver / Gong for Good
Creative Circle Awards / Bronze / Product Design
Creative Circle Awards / Finalist / Brand Experience & Activation
Best of Ogilvy / In the book

Covered by

Contagious →
Campaign Brief Asia →
Metro →
Manila Standard →
Best Ads on TV →
we love ad →

Activation / Integrated / PR