SHARE THE JOY

Silver Spike
TitleSHARE THE JOY
ClientCADBURY
Product / ServiceDAIRY MILK
CategoryD01. Integrated Digital Campaign
EntrantDDB 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

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.

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