Cadbury Reading Initiative PackTivation

THROUGH-THE-LINE ENGAGEMENT CAMPAIGN

BRIEF: 9 out of 10 kids struggle to read in Africa. Cadbury (Mondelēz Africa) asked us to help with a campaign to introduce their “Read To Succeed” initiative directly on their chocolate bars.

EXECUTION: With the insight that kids should be taught how to read in their home language first yet very few children’s books are written in all 11 languages, we created 10 different Dairy Milk chocolate bar covers that start off a themed story through an interactive experience and then asks the person to finish the story in their own language.

RESULT: This campaign not only encourages reading but the creation of many new original African stories - All filled with goodness.

AGENCY: Ogilvy SA

ROLE: Concept / Creative / Copy / Holistic customer journey