Brief Explanation

New Zealanders are renowned for their upbeat attitudes, but a series of disasters around the country over the past year have been rather sobering. As a company that literally sells little moments of joy, Cadbury wanted to remind their main target, families, that they could still find joy in the everyday. Share the Joy is a nationwide project that created a piece of music made entirely from the sounds of New Zealand's joy. To create this music we made a nationwide experiential campaign that brought real joy to the whole country and recorded spontaneous sounds of joy. Every moment was uploaded onto the website to view and share, along with consumers' own videos, then used in a TV campaign and finally the piece of music, composed by Bobby McFerrin. The desired response was to touch the whole country either through experiencing joy first-hand or second-hand through word of mouth.