Cadbury and Ogilvy encourage kindness with emotive Easter campaign

In light of Easter fast approaching, Cadbury and Ogilvy Melbourne have released a heart-warming campaign across New Zealand and Australia which focuses on small acts of kindness and a glass half full mentality.

Directed by Mitch Kennedy, the campaign stars a young boy who wakes up before the rest of his family to be the first to find Easter eggs in the garden. Lodged at the top of the tree is a generous Cadbury Dairy Milk Easter egg, which the young boy does everything he can to get his hands on. Once collecting the egg, the boy demonstrates a beautiful act of kindness by gifting it to his twin sister who has broken her leg and can’t join in on the egg hunt.

Ending with Cadburys iconic line ‘There’s a glass and a half in everyone’, the campaign encourages people to be kind, an uplifting reminder in such unprecedented times.

Executive director of Ogilvy Melbourne, David Ponce de Leon, says although the world can seem bleak right now, there are still acts of generosity happening every day.

“The new Cadbury Milk campaign is a celebration of the little moments that connect us. A very real, down to earth Australian story we are certain will resonate with consumers this Easter.”

In addition to the TVC, the campaign will run across digital and social, and will also provide a 360-egg hunt on Facebook. Mondelez equity director, Anthony Ho, says now is the ideal time to be spreading kindness.

“In these trying times, Cadbury believes that now more than ever, there is a glass and a half of generosity and goodness in everyone. Our new film continues our drive to tell simple stories about generosity and human connection.

“Cadbury Dairy Milk’s Easter eggs have brought enjoyment to Australians for generations, and Easter is a time to continue to come together and look out for one another.”


Paul Chatfield – Director Marketing Chocolate, Mondelez International

Anthony Ho – Brand Equity Director, Mondelez International 

Melanie Yates – Senior Marketing Manager, Mondelez International

Meaghan Brodie – Senior Brand Manager, Mondelez International 


David Ponce de Leon – Executive Creative Director 

Josh Murrell – Creative Director 

Sharon Condy – Creative Director 

Huei Yin Wong – Senior Art Director 

Jack Railton-Woodcock – Senior Copywriter 

Virginia Pracht – Head of Strategy 

Danielle Chapman – Managing Partner, Client Lead 

Bianca Kerr – Senior Account Director 

Stacey Wacker – Account Manager 

Alana Teasdale – Senior Broadcast and Content Producer 


Production Company: The Producers 

Director: Mitch Kennedy 

Producer: Tanya Spencer 

DOP: Kieran Fowler 

Post Production: Manimal Post 

Post Producers: Kate Reynolds/Hannah Byrnand 

Editor: Simon Njoo 

Online Editor: Ryan Brett 

Colourist: Edel Rafferty 

Post Production – Animation: Cadre Pictures 

Cadre Producer: Steve Kerswell 

Media – Wavemake

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