SUB CATEGORY :

RESILIENCE THROUGH CREATIVITY

COMPANY ENTERING :

OGILVY MALAYSIA, KUALA LUMPUR

TITLE :

FLAGS OF GENEROSITY

BRAND :

CADBURY DAIRY MILK

ADVERTISER :

MONDELEZ INTERNATIONAL

AGENCY :

OGILVY MALAYSIA, KUALA LUMPUR/ OGILVY SINGAPORE, SINGAPORE

CHIEF EXECUTIVE OFFICER :

NIZWANI SHAHAR

CHIEF CLIENT OFFICER :

GIRI JADHAV

CHIEF CREATIVE OFFICER :

NICOLAS COURANT

CREATIVE DIRECTOR :

JAZ LEE

ART DIRECTOR :

ZIWEI TAN

COPYWRITER :

SHANGHAO CHEN

CREATIVE TECHNOLOGIST :

TERATO TECH

AGENCY PRODUCER :

SENGTUCK LOO

CLIENT SERVICE DIRECTOR :

KANIKA SOOD

ACCOUNT DIRECTOR :

NIKKI KHOO

DIRECTOR :

NEOH CHIN SIM

DIRECTOR OF PHOTOGRAPHY :

TASNEM RAIN ALJOFFERY

EXECUTIVE PRODUCER :

PRINZ JONES

EDITOR :

JOHNNY CHUAH

RESILIENCE THROUGH CREATIVITY CONTEXT EXPLANATION :

When Malaysians were confined to their own home, we gave them a platform and an opportunity to help the needy by turning our brand colours into a banner that united everyone. It was a simple idea demonstrated the innate generosity that lives within each and every Malaysian.

CAMPAIGN SUMMARY :

In 2021, Malaysia went through a series of strict lockdowns which saw all non-essential businesses shut down, and citizens confined to a 10km radius of their homes. As a result, thousands of families were left without work, money, or food. As Covid-19 and hunger spread, white flags started appearing across the country as a cry for help from low-income families who were financially affected by the long coronavirus pandemic. As white flags became a symbol for those who needed help, we created flags in Cadbury Dairy Milk’s iconic shade of purple for those who wanted to help.

We gave them away on-ground and in supermarkets, so people who would like to help could fly a purple flag to signify they had extra food and supplies to give. For those without a physical flag, they could also pin their location with a virtual purple flag on our website kitajaga.co in partnership with Terato tech.

Donations were then collected from the households with purple flags, and passed on to needy families with white flags. Through the use of a simple purple flag, we managed to rally people during a lockdown to distribute essentials from those who wanted to help, to the people who needed it.

THE BRIEF :

In 2021, Malaysia went through a series of strict lockdowns which saw all non-essential businesses shut down, and citizens confined to a 10km radius of their homes. As a result, thousands of families were left without work, money, or food. As Covid-19 and hunger spread, white flags started appearing across the country. The flags — sometimes little more than T-shirts or strips of cloth — were a cry for help from low-income families who were financially affected by the long coronavirus pandemic. As a brand that stands for generosity, Cadbury had to step up to find a solution to help.

THE STRATEGY :

As a brand that stands for generosity, it was non-negotiable that we stepped up to find a solution in a time where many Malaysians were in need. This was yet another opportunity for us to prove our brand belief - that there's goodness in everyone. As white flags became a symbol for those who needed help, we created flags in Cadbury Dairy Milk’s iconic shade of purple for those who wanted to help.

THE EXECUTION & CRAFT :

We gave them away on-ground and in supermarkets, so people who would like to help could fly a purple flag to signify they had extra food and supplies to give. For those without a physical flag, they could also pin their location with a virtual purple flag on our website kitajaga.co in partnership with Terato tech.

Donations were then collected from the households with purple flags,
and passed on to needy families with white flags. Through the use of a simple purple flag, we managed to rally people during a lockdown to distribute essentials from those who wanted to help, to the people who needed it.

THE RESULT :

The campaign made Malaysians show their true colours. With little media spend, we reached over 260 million people. Thousands flew the purple flag and came forward to help, with over 600% increase in donations. 1,078 families flying the white flag received aid.