Ogilvy Singapore and Cadbury introduce the generosity bar to help malnourished children in the Philippines
To show that there’s a glass and a half of goodness in everyone, Ogilvy Singapore invited people to sacrifice the extra milk of their favorite chocolate bar and donate it to malnourished kids.
To do so, they created the Generosity Bar, a Cadbury Dairy Milk chocolate from which they removed the milk. Each time you buy it, a glass of milk is donated to Reach Out Feed Philippines (an NGO that fights against malnutrition).
Ogilvy launched this new variant in a pop-up store at one of the biggest malls of Manilla. On the launch day, the initiative touched the public and influencers to their heart with 164 million media impressions and reaching over 83,000,000 people in a week. So far 200,000 glasses of milk are being donated and Cadbury is committed to reach out to as many Filipino children as possible over the next few years.
Credits –
Executive Creative Director – Nicolas Courant
Chief Creative Officer – Eugene Cheong
Creative Director – Guilherme Camargos
Art Directors – Lui Castaneda, Kevin Wijaya
Associate CD / Copywriters – Aritra Dutta, Jonathan Ollivier, Alessandro Agnellini
Broadcast Director – Abdul Rahim Abdul Rahman
Business Director – Giri Jadhav
Account Directors – Nikki Khoo, Ciox Laurino, Sol Romero
Account Director – Aira Mengullo
Account managers – Jamie Goh, Raquel Santos
Account Executive – Nicolle Bueno
Client: Mie-Leng Wong
Client: Ben Wicks
Client: Vikram Karwal
Client: Nikhil Nicholas
Client: Arlene Amante
Client: Maria Andrea Bautista
Director: Bernard Aringo
DoP: Marco Limjap
Editor: Nicholas Samuel Li
Executive Producer: Jenny Gapiz
Experience Director: Alex L. Valerio
Head of Content Production: alvin Chin
Managing Director: Campbell Cannon
PR & Social media managers: Janlee Dungca, Maureen Manuel
Producer: Bingle Hasegawa-Vina
Production Managers: Jiro Orduna, Martin Cornejo, Kristen Externon, Gian Torrenueva, Pauline Sangalang
Client: Mie-Leng Wong
Client: Ben Wicks
Client: Vikram Karwal
Client: Nikhil Nicholas
Client: Arlene Amante
Client: Maria Andrea Bautista
1 Comment
Not sure what this is trying to achieve. The chocolate tastes bad without the milk and the idea is dull. If they’re sending this to awards shows later, shouldn’t all that money be donated to this NGO instead?