The British public had fallen out of love with the Cadbury they once held so dear.
It was our job to win them back.
So we took Cadbury into a completely new territory – back to their roots.
Delving into those tiny moments of goodness we see every day in modern Britain, but maybe don’t take enough notice of.
No hyperbole. No zaniness. Just nuanced performances authentically displayed. Quietness that feels loud.
When the world can seem big, tough and increasingly selfish we wanted Cadbury to show that there’s a glass and a half in everyone.