Cadbury wanted to introduce its flavours into the SEA region while creating online content that could potentially become shareable.

 

Cadbury's proposition is to create joy, as chocolate has the ability to transform your mood. The different flavours (tastes and inclusions) can create different kind of joyful moods. Similarly, music too has the ability to change your mood and different flavours of music (genres) can create different kind of joyful moods.

 

Having found the common denominator (create different kind of joyful moods) in two completely unrelated subjects, all we had to do was creatively bring them together.

 

The idea was to find one artiste/band in each country that was popular in one particular music genre but also had the vocal flexibility to sing in different genres. Thus, when we click on a different flavour, the artiste/band will switch to singing in a different music genre.

 

Once the creative idea was formulated, various agencies around the region were briefed to create digital video-based content.

Isobar created this video in Malaysia using Joe Flizzow. Joe is famous for rap and the public has never been exposed to any other music genre.

 

While the idea was to seamlessly switch between different music genres using annotations, Youtube has changed its policy (bang in the middle of our campaign) and discontinued annotation while introducing cards, thus we had to make do with what features we had at our disposal.

 

Enjoy!