Youtube VideoCadbury's Share the Joy movement has so far included a Make Me Laugh gameshow, a giant snowglobe, clap-activated Christmas lights and a giant sprinkler that stopped in at summer hotspots and cooled Kiwis off. Now it has taken a slightly more traditional turn, with an acoustically-led and beautifully shot montage that aims to show what joy sound likes to Kiwis. And from spokey dokes to bombs off the bridge to laughing kids to leather on willow, there's certainly a solid collection of summer nostalgia on display.
Aaron Jarden, president of New Zealand’s Association of Positive Psychology and author of his own International well-being study, says there has been little research into the connection between ‘ambient sounds’ and joy itself.
“Although we know joy when we see it and feel it, we have almost no idea what it sounds like," he says. "The links between music and mood are well documented. In fact, there is whole field of ‘music therapy’, but there is almost no research done on the link between sounds and joy. It’s great to see Cadbury focusing on this element and asking Kiwis what they think joy sounds like."
Aimee Driscoll, Cadbury's corporate affairs manager, says it's been a privilege to Share the Joy with Kiwis with its experiential events over the summer and says it’s really exciting that the commercial starts to define what joy sounds like to New Zealanders as a nation.
- Cadbury Dairy Milk Share the Joy will be capturing moments throughout 2011 on www.sharethejoy.co.nz so if you're feeling joyous, upload your images and videos.
Agency: DDB New Zealand
Executive Creative Director: Toby Talbot
Creative Director: Dave Brady
Art Director: James Conner
Copywriter: Christie Cooper
Copywriter: Joe Hawkins
Exec Agency Producer: Judy Thompson
Agency Producer: Chloe Sutherland
Editor: Steve Gulik
Group Account Director: Greg Jones
Account Director: Keri Aves
Account Manager: Tessa Denize
Project Manager: Andy Robilliard
Production Company: GoodLife Films
Director: Chris Graham
Producer: Neil Stichbury