Cadbury and Ogilvy Malaysia transform a café into a unique live performance of generosity

Cadbury Dairy Milk Malaysia and Ogilvy Malaysia bring insightful moments of generosity to life in a unique one-of- a-kind live performance, transforming a cafe in the heart of Kuala Lumpur into a live theatre.

With Cadbury Dairy Milk, generosity is found in the even smallest gestures — a piece shared, a moment lifted, a day made better. Ogilvy Malaysia gave this insight a uniquely Malaysian twist, by transforming Cadbury ‘Made To Share’ packs into an ever evolving series of moments woven into an intimate story between friends.

Globally, the Cadbury ‘Made To Share’ campaign celebrates the small acts of generosity that happen every day between families, and loved ones by using an insightful grid design that playfully reveals all the generous acts that occur in everyday life.

The agency was inspired to connect a series of moments together, to create a full story.  For the first time, the MTS grid could become a long-form storytelling platform to further reveal the small acts of kindness that often go overlooked.

The idea was unlocked when the agency sourced an innovative transparent LED screen that enabled the team to turn a window into an animated screen where you could both animate grids and still clearly observe the action behind.

Collaborating with local KL theatre company FSKi Works, the agency crafted the story of three friends meeting up in a cafe, with a secret to reveal. As well as crafting the story itself, the performance needed to be meticulously timed and blocked to sync-up with the constantly animating dynamic ‘Made To Share’ grids so that they served as humorous commentary on the unfolding action.

The team then identified ‘The Breakfast Spot’ a popular cafe in the heart of buzzing Petaling Street in Kuala Lumpur, installing the transparent LED screen on the cafe window the night before – transforming it into a theater stage.

The ‘Made to Share Cafe’ launched on the 23rd May,  performances were staged four times on the hour from 11am-3pm to surprised and delighted passers-by. The campaign was supported by a full 360 campaign – including a series of teasers across social media and on-ground activation where people could create their own bespoke ‘Made To Share’ Cadbury Dairy milk bars.

Says Graham Drew, Chief Creative Officer Ogilvy Group “Each grid on Cadbury’s packaging reveals an insightful generous moment, In essence it’s a storytelling platform – so we thought ‘what if we extended it?  What if the everyday acts of generosity happening around us weren’t hidden in plain sight, but placed centre stage? What if we wrote a play using the grids to reveal the generous ways people show up for one another every day?”

Mei Sin, Marketing Director, Cadbury Malaysia, said: “The MTS is a global platform, but nobody has turned it into a live performance before. What we loved about this idea was how it took everyday Malaysian moments of generosity and placed them right in plain sight, in such a surprising and entertaining way.. It reminded us all that generosity doesn’t always arrive in grand gestures. More often, it’s found in the little things we do for one another every day.”

The performance was captured in full and released as a complete film, allowing audiences to experience the story beyond the café itself.

For Cadbury Dairy Milk, every bar has always been made to share. This time, it became a story worth sharing too.

Credits:
Creative Agency: OGILVY Malaysia
Chief Executive Officer: Irene Wong
Chief Creative Officer: Graham Drew
Managing Director: Cindy Quek
Business Director: Caroline Tan
Senior Account Manager: Melissa Baharin
Account Executive: Low Jun Hao
Art Director: Liew Jing Han
Copywriter: Rudy Tan
PR Manager: Roman Lee
PR executive: Fitrie Zainal

Animator: Allen Liew
AV Producer: Benedict Lazaroo
Playwright: Ian Skatu

Stage Manager: Darien Kozar
Stage Production: FSKi Works
Film Producer: Emylee Kumar
Film Director: Krityishaa Karunagaran

Film Production: Director’s Think Tank