The Drum Awards for Marketing - Extended Deadline

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Client: Cadbury
Date: Apr 2019
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Cadbury has launched a new initiative to make a stand against racism and other forms of intolerance via Ogilvy Melbourne.

The inspiration came from years of managing hate-fuelled sentiment on the brand’s Facebook page. Late last year, Cadbury made the decision to create a visual expression to respond to all those negative comments in a unique and impactful way.

Together with eight designers and an anthropologist from different cultural backgrounds, Cadbury has created a Symbol For All, which any person, organisation or company can customise and use to express their support for a more respectful and culturally inclusive society.

After six months of planning, the group got together in Sydney for an intensive four-day design workshop from 14 to 17 March 2019. The result is a symbol designed to transcend all languages, cultures and faiths.

Symbol For All is now available online for anyone to download, customise and share.

Symbol For All was originally intended to be shared via Cadbury’s Facebook page on Harmony Day, the United Nations’ International Day for the Elimination of Racial Discrimination. However, in consultation with the appropriate organisations in both Australia and New Zealand, the decision was made to delay out of respect following the terror attacks.

Throughout the design process Cadbury also consulted with a range of organisations which support and advocate for a diverse and inclusive Australia, including The Australian Multicultural Foundation and Inclusive Australia.

Credits

Mondelez

Paul Chatfield – Marketing Director, Chocolate, ANZ

Anthony Ho – Associate Director, Brand Equity, Chocolate & Biscuits, ANZ

Amanda Bronesky – Senior Brand Manager, Chocolate

Ben Wicks – Director, Global Brand Equity, Cadbury

Mie-Leng Wong – Head of Global Brands, Cadbury Halls & Tang

Ogilvy Melbourne

Rebecca Matlioski – Copywriter

Ben Ryding – Art Director

Sharon Condy, Josh Murrell – Creative Directors

David Ponce de Leon – Executive Creative Director

Andrew Vohmann – Senior Digital Designer

Gavin MacMillan, Michael McEwan – Managing Directors

Virginia Pracht – Head of Strategy

Danielle Chapman – Group Account Director

Bianca Kerr – Account Director

Oliver Corcoran – Social Community Manager

Bridget Pringle – Digital Producer

Susannah George – Head of Film and Content

Alana Teasdale – Senior Broadcast/Content Producer

Fee Townshend – Director Curve Comms