Cadbury shines a light on generosity
With 9.6 million illiterate adults in South Africa, Cadbury’s new campaign sets out the brand purpose of shining a light on the power of human generosity.
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Credits
View on- Agency VCCP/London
- Production Company Darling Films
- Director Zee Ntuli
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Credits
View on- Agency VCCP/London
- Production Company Darling Films
- Director Zee Ntuli
- Executive Producer Lorraine Smit
- Post Production Priest
- Color Company Post Modern/South Africa
- Audio Post Sterling Sound South Africa
- Executive Creative Director Chris Birch
- Executive Creative Director Jonny Parker
- Art Director Myles Vincent
- Copywriter James Rafter
- Producer Nosisa Majuqwana
- Producer Ben Waters
- Producer Saskia Finlayson Gupffert
- Executive Producer Andrew Porteous
- Editor Matthew Swanepoel
- Colorist Craig Simonetti
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency VCCP/London
- Production Company Darling Films
- Director Zee Ntuli
- Executive Producer Lorraine Smit
- Post Production Priest
- Color Company Post Modern/South Africa
- Audio Post Sterling Sound South Africa
- Executive Creative Director Chris Birch
- Executive Creative Director Jonny Parker
- Art Director Myles Vincent
- Copywriter James Rafter
- Producer Nosisa Majuqwana
- Producer Ben Waters
- Producer Saskia Finlayson Gupffert
- Executive Producer Andrew Porteous
- Editor Matthew Swanepoel
- Colorist Craig Simonetti
Cadbury's latest integrated campaign is on a mission to improve literacy in South Africa.
Created by VCCP London, the hero film, Mrs Mabena, which was directed by Zee Ntuli through Darling Films, tells the 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 while his mother is at work, insisting - much to Sifiso's annoyance - he learn English during their time together. When Sifiso sees his mother try to pay Mrs. Mabena and she refuses, he realises Mrs Mabena isn’t strict, she’s simply trying to help him and his mother. So, he decides to reward one act of generosity with another.
"We've all known a Mrs Mabena," said Chris Birch, Executive Creative Director at VCCP. "Especially when we were kids. Seemingly stern on the outside, yet an absolute generous gem on the inside. We are extremely proud of this work and the goal to improve literacy in South Africa."
