Have you got a dream? It’s to go to space, right? Well, Cadbury probably isn’t going to send you there, but it might make one of your slightly less-ambitious dreams come true with its new Cadbury Dreams campaign.
The campaign, which was created by DDB and Carat and launched yesterday, is a TV, radio and online promotion that gets Kiwis to submit their dreams or the dreams of their pals. Cadbury will fund some of those big ideas and film the results.
“Everyone has dreams; they just don’t always have the ability or the belief to make them happen,” says Cadbury New Zealand’s managing director, Alastair De Raadt.
“We want to help some Kiwis achieve their dreams and in the process make people happier and more joyful. We are really excited to encourage this sentiment amongst individuals, families and communities across the country.”
DDB group business director Angela Watson reiterated that Cadbury approached the agency because it wanted a joyful campaign.
“The idea is to inspire them to share their dreams – the big ones, the little ones, the childhood dreams, and the pipe dreams – and to spread joy along the way by bringing some to life,” she says.
“Dreaming seemed like a very natural place to play for Cadbury, and the great thing is, the whimsical, child-like wonder and imagination you associate with dreaming, is very similar to the feelings and associations people have for Cadbury.”
The Cadbury Dreams TVC is exclusive to TV3 and Mediaworks. DDB will be creating more TVCs for the campaign by filming Kiwis’ dreams coming true.
There are currently three radio ads on air, each focusing on a different person’s dream.
DDB worked on the project for about six months. Digital agency Young & Shand came on board toward the end to build the website, which Watson says it turned around in a short period of time.