Mate, you're dreamin' – but Cadbury can make it a reality

  • Advertising
  • August 13, 2013
  • Siobhan Keogh
Mate, you're dreamin' – but Cadbury can make it a reality

Have you got a dream? It’s to go to space, right? Well, Cadbury probably isn’t going to send you there, but it might make one of your slightly less-ambitious dreams come true with its new Cadbury Dreams campaign

The campaign, which was created by DDB and Thick as Thieves, launched yesterday, and is a TV, radio and online promotion that gets Kiwis to submit their dreams or the dreams of their pals. Cadbury will fund some of those big ideas and film the results.

“Everyone has dreams; they just don’t always have the ability or the belief to make them happen,” says Cadbury New Zealand’s managing director, Alastair De Raadt.

“We want to help some Kiwis achieve their dreams and in the process make people happier and more joyful. We are really excited to encourage this sentiment amongst individuals, families and communities across the country.”

DDB group business director Angela Watson reiterated that Cadbury approached the agency because it wanted a joyful campaign.

“The idea is to inspire them to share their dreams – the big ones, the little ones, the childhood dreams, and the pipe dreams – and to spread joy along the way by bringing some to life,” she says.

“Dreaming seemed like a very natural place to play for Cadbury, and the great thing is, the whimsical, child-like wonder and imagination you associate with dreaming, is very similar to the feelings and associations people have for Cadbury.”

The Cadbury Dreams TVC is exclusive to TV3 and Mediaworks. DDB will be creating more TVCs for the campaign by filming Kiwis’ dreams coming true.

There are currently three radio ads on air, each focusing on a different person’s dream.

DDB worked on the project for about six months. Digital agency Young & Shand came on board toward the end to build the website, which Watson says it turned around in a short period of time.



Alistair De Raadt– Managing Director

Iaan Buchanan – General Manager of Marketing

Lisa King – Marketing Manager

Kirsty Band – Brand Manager


Andy Fackrell – Executive Creative Director

Shane Bradnick - Creative Director

James Connor – Art Director

Christie Cooper – Writer

Planner – Anna Gunnell

Angela Watson - Group Business Director

Rachel Turner - Senior Account Director

Tania Jeram – Producer

Carat New Zealand

Jonathan Sorenson – Client Service Director

Sunita Bhana – Business Manager

Nivin Sewpershad – Digital Strategist

Raquel Bennett – Business Executive

Young & Shand

Duncan Shand – Managing Director

Dan Phillips – Group Account Director

Studio 23

Brett Goebel – Matador

Paul Webber - Picador

Anne Fesolai – Banderillero

Beat Communications

Angela Mace, Director

Gina McKinnon, Senior Account Director

Film Company - Thick As Thieves

Director:  Zoe McInTosh

Executive Producer:  Nik Beachman

Editor:  Julian Curran

Grade:  Pete Ritchie @ Blockhead

Online:  Nigel Mortimer @ Blockhead

Music Composition:  Peter Van de Fluit from Liquid Studios

Audio:  Craig Matuschka from Liquid Studios

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