The One Show
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Category
Innovation & Transformation / Innovation in Lockdown
Annual ID
OS22_DE164M
About the Work
Cadbury Dairy Milk believes there’s generosity in everyone.
This was how we activated the innate generosity in people to help thousands of families survive the pandemic in Malaysia.
In July 2021, after more than a year of repeated lockdowns, thousands of Malaysians were left without work, money, and food. White flags started appearing outside people’s homes, indicating they needed food or assistance.
As white flags became a symbol for those who needed help, we created flags in Cadbury Dairy Milk’s iconic shade of purple for those who wanted to help.
We distributed them on-ground and in supermarkets so people could fly them outside their homes to signal they could donate.
For those without a physical flag, they could also pin their location with a virtual purple flag on our website.
Donations were then collected from the households with purple flags, and passed on to needy families with white flags.
The campaign made Malaysians show their true colours. With zero media spending, we reached over 260 million people. Thousands flew the purple flag and came forward to help, with over 600% increase in donations. 2,078 families flying the white flag received aid.
In a time when white flags symbolised desperation and distress, we turned purple into a colour that symbolised generosity. Proving that even in a lockdown, generosity can be found.
This was how we activated the innate generosity in people to help thousands of families survive the pandemic in Malaysia.
In July 2021, after more than a year of repeated lockdowns, thousands of Malaysians were left without work, money, and food. White flags started appearing outside people’s homes, indicating they needed food or assistance.
As white flags became a symbol for those who needed help, we created flags in Cadbury Dairy Milk’s iconic shade of purple for those who wanted to help.
We distributed them on-ground and in supermarkets so people could fly them outside their homes to signal they could donate.
For those without a physical flag, they could also pin their location with a virtual purple flag on our website.
Donations were then collected from the households with purple flags, and passed on to needy families with white flags.
The campaign made Malaysians show their true colours. With zero media spending, we reached over 260 million people. Thousands flew the purple flag and came forward to help, with over 600% increase in donations. 2,078 families flying the white flag received aid.
In a time when white flags symbolised desperation and distress, we turned purple into a colour that symbolised generosity. Proving that even in a lockdown, generosity can be found.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Singapore
Ogilvy Malaysia / Kuala Lumpur
Chief Creative Officer
Nicolas Courant
Creative Director
Jaz Lee
Director
Neoh Chin Sim
Editor
Johnny Chuah
Executive Producer
Prinz Jones
Associate Creative Director
Ziwei Tan
Camera Operator
Tasnem Rain Aljoffery
Chief Executive Officer
Nizwani Shahar
Senior Copywriter
Shanghao Chen
Chief Client Officer
Giri Jadhav
Group Account Director
Nikki Khoo
Lead, Equity & Innovations, Southeast Asia
Nikhil Nicholas
Marketing Director, Malaysia
Arpan Sur
Marketing Manager, Malaysia
Rahul Mathur
Marketing Manager, Southeast Asia
Stacey Biagtan
Regional Business Director
Kanika Sood
Senior Brand Manager
Selene Ong
VP Marketing, Southeast Asia
Nikhil Rao
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