SHARE THE JOY
| Title | SHARE THE JOY |
| Brand | CADBURY |
| Product / Service | DAIRY MILK |
| Category | D01. Integrated Digital Campaign |
| Entrant | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Entrant Company: | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
| Advertising/Web Design Agency: | DDB GROUP NEW ZEALAND Auckland, NEW ZEALAND |
Credits
| Name | Company | Position |
|---|---|---|
| Toby Talbot | DDB Group New Zealand/RAPP Tribal | Group Executive Creative Director |
| Aaron Goldring | DDB Group New Zealand/RAPP Tribal | Creative Director |
| Steve Kane | DDB Group NZ/Mango | Creative Director |
| Dave Brady | DDB Group New Zealand/RAPP Tribal | Head of Art |
| James Conner | DDB Group New Zealand/RAPP Tribal | Art Director |
| Christie Cooper | DDB Group New Zealand/RAPP Tribal | Writer |
| Greg Jones | DDB Group New Zealand/RAPP Tribal | Group Business Director |
| Sarah Jones | DDB Group New Zealand/RAPP Tribal | Account Director |
| Andy Robilliard | DDB Group New Zealand/RAPP Tribal | Project Manager |
| David Reid | DDB Group New Zealand/RAPP Tribal | Art Director |
| Andrew Fraser | Cadbury/Kraft | General Manager of Marketing NZ |
| Stephen Anderson | DDB Group New Zealand/RAPP Tribal | Copywriter |
| Dov Tombs | DDB Group New Zealand/RAPP Tribal | Senior Producer |
| Jason Vertongen | DDB Group New Zealand/RAPP Tribal | Lead Digital Designer |
| Judy Thompson | DDB Group New Zealand/RAPP Tribal | Head of TV |
| Chloe Sutherland | DDB Group New Zealand/RAPP Tribal | Producer |
| Lucinda Sherborne | DDB Group New Zealand/RAPP Tribal | Planning Director |
| Thinza Mon | DDB Group New Zealand/RAPP | Senior Planner |
| Claudia Macdonald | DDB Group New Zealand/Mango | Head of PR/Experiential |
| Amani Peleti | DDB Group New Zealand/Mango | Event Director |
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.