Cadbury Dairy Milk’s A Glass and a Half Full Productions aimed to create a moment of joy through Cadbury’s communication, mirroring the moment of joy you get from the products. Instead of grand moments, this time, we focused on a more personal moment hoping it would resonate with people.
The film, directed by Tom Kuntz, premiered during the final of Celebrity Big Brother in the UK. It quickly gained popularity, accumulating over four million online views in its first weeks—twice as many as their previous successful film, Gorilla. The film inspired numerous spoofs online and on national television, including one by Lilly Allen. The theme track, “Don’t Stop The Rock” by Freestyle, released as a ringtone by Orange, became a hit with 125,000 downloads in the first eleven days. By intentionally hiding behind-the-scenes details, we fuelled an online debate, and the film’s magic remained alive for months.