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Cadbury Dairy Milk: Mrs Mabena


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With 9.6 million illiterate adults in South Africa above the age of 15 Cadbury's latest integrated campaign is on a social mission to improve literacy in South Africa. Launching today in South Africa only, the campaign lands Cadbury’s brand purpose of shining a light on the power of human generosity and will lead with an emotive TVC. Created by VCCP London, the hero film 'Mrs Mabena', tells a powerful story of Sifiso, his mum and Mrs. Mabena who become more closely connected through a small but meaningful act of kindness and generosity. Mrs. Mabena looks after Sifiso whilst his mother is at work, insisting he learns English during their time together. We see a tense but familiar domestic scene of trying to homeschool him, Sifiso doing what he can to resist her strict instructions. When Sifiso sees his mother try to pay Mrs. Mabena and she refuses, he realises Mrs Mabena isn’t strict - she’s trying to help him and his mother. He decides to reward one act of generosity with another - slipping his own bar of Cadbury Dairy Milk into her bag. The film ends with her finding the chocolate and smiling, closing out with, ‘there’s a glass and a half in everyone’. The TVC will run alongside a consumer driven activation, created by partner agency Ogilvy South Africa. Driven by the stark fact that only 2% of books published in South Africa are in African languages, the activation will invite South Africans to help address the problem one word at a time, by translating words into their own language. Using human generosity to help tackle the issue, Cadbury has partnered with Nal’ibali and a range of South African authors to use these words to create children’s story books in African languages.
Credits Other credits

Agency

GROUP MANAGING DIRECTOR: David Boscawen

BUSINESS DIRECTOR: Frankie Hall

SENIOR ACCOUNT DIRECTOR: Anna Fotheringham

ACCOUNT MANAGER: Annisha Shah

JOINT HEAD OF PLANNING: Sophie Kerbegian

PLANNING DIRECTOR: Alana King

AGENCY INTEGRATED PROJECT DIRECTOR: Jon Dewart

AGENCY CREATIVE PRODUCER: Ben Waters

MONDELEZ SSA MARKETING DIRECTOR: Nadia Mohamed

MONDELEZ SSA BU EQUITY LEAD: Grant Van Niekerk

MONDELEZ SSA CHOCOLATE EQUITY LEAD: Langa Khanyile

MONDELEZ SSA CHOCOLATE CATEGORY LEAD: Lara Sidersky

MONDELEZ RSA TABLETS SENIOR BRAND MANAGER: Simone Van Zyl

MONDELEZ RSA TABLETS BRAND MANAGER: Alanta Moodley

PARTNER AGENCY: OGILVY SOUTH AFRICA

MEDIA BUYING AGENCY: Publicis Media Starcom Worldwide

MEDIA PLANNER: Wicus Swanepoel, Monique Clark

Post Production

POST-PRODUCTION COMPANY: Priest Post Production

EDITOR: Matthew Swanepol

COLOURIST: Craig Simonetti at Post Modern

Audio Post Production

AUDIO POST-PRODUCTION COMPANY: Sterling Sounds

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