Cadbury Dairy Milk

To clearly establish Cadbury's goodness with young adults, we got inspired by the irony and beauty of our collectivist cultures. Pakistanis and Egyptians are part of collectivist societies, where we are very concerned with what’s happening in each other’s life. We feel obligated to inquire and help out, often unsolicited.

While this is the norm, for younger audiences, this attitude can often be seen as an intrusion, taken with skepticism and become a major source of annoyance. For an audience that prefers minding its own business, this attitude can be perceived in a negative light.

The resolution was 2 endearing stories, one for the Pakistan market and one for Egypt depicting how ‘intrusion’ can sometimes be a beautiful thing, when you’re able to see the intent of ‘goodness’ behind it.