The homes are alive with the sound of Kiwi joy

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

Client: Cadbury

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

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