Can a simple flag help thousands of struggling families in a pandemic?
Our campaign proved that it can.
In July 2021, after more than a year of strict lockdowns, thousands of families were left without work, money, or food. As hunger spread, white flags started appearing outside people’s homes, indicating they needed food or assistance.
And with Malaysians confined to a 10km radius of their homes due to restrictions, going out to help those in need was out of the question.
In response, we created a simple solution: flags in Cadbury Dairy Milk’s iconic shade of purple to represent generosity. Those who would like to help could fly the purple flag to signify they had extra food and supplies to give.
Donations were then collected from homes with a purple flag and passed on to needy families flying the white flag.
By simply creating a flag in our brand colours, we were able to rally people during a lockdown and bridged the divide between families who needed help and those who wanted to help — delivering essential aid in the most efficient way.
Proving there’s truth to Cadbury’s brand belief: there’s generosity in everyone.
Proving there’s truth to Cadbury’s brand belief: there’s generosity in everyone.
Credits
Creative Agency: Ogilvy Singapore & Ogilvy Malaysia
Client: Mondelez International
Chief Creative Officer: Nicolas Courant
Creative Director: Jaz Lee
Associate Creative Director: Zi Wei Tan
Senior Copywriter: Shanghao Chen
Production house: Another Planet
Client: Mondelez International
Chief Creative Officer: Nicolas Courant
Creative Director: Jaz Lee
Associate Creative Director: Zi Wei Tan
Senior Copywriter: Shanghao Chen
Production house: Another Planet
Awards
CANNES LIONS 2022 - GOLD and 2 SHORTLISTS
GOLD for OUTDOOR: Culture & Context > Corporate Purpose and Social Responsibility
GOLD for OUTDOOR: Culture & Context > Corporate Purpose and Social Responsibility
D&AD 2022 - 3 SHORTLISTS
SPIKES ASIA 2023 - 1 SILVER, 5 SHORTLISTS
CLIO AWARDS 2023 - 1 BRONZE, 2 SHORTLISTS
ADFEST 2023 - 1 SILVER, 1 BRONZE, 1 FINALIST
ONE SHOW ASIA 2022 - BEST OF DISCIPLINE: DESIGN, 1 GOLD, 1 SILVER, 1 BRONZE, 1 MERIT
CLIO AWARDS 2023 - 1 BRONZE, 2 SHORTLISTS
ADFEST 2023 - 1 SILVER, 1 BRONZE, 1 FINALIST
ONE SHOW ASIA 2022 - BEST OF DISCIPLINE: DESIGN, 1 GOLD, 1 SILVER, 1 BRONZE, 1 MERIT
THE ONE SHOW 2022 - 3 MERITS 5 SHORTLISTS
ADSTARS 2022 - 2 BRONZE, 5 CRYSTALS, 2 SHORTLISTS
CREATIVE CIRCLE AWARD 2022 - 3 GOLD, 2 SILVER, 1 BRONZE, 2 SHORTLISTS
ADSTARS 2022 - 2 BRONZE, 5 CRYSTALS, 2 SHORTLISTS
CREATIVE CIRCLE AWARD 2022 - 3 GOLD, 2 SILVER, 1 BRONZE, 2 SHORTLISTS
