“Mateo, a good guy” is a road safety campaign promoted by the Government of Chile that offers a different perspective on responsible driving. The story in this public service film–directed by Yupi Segura via Oriental Films (Mexico) for agency FRI Chile–focuses on a familiar, everyday character, someone widely perceived as a good person, to show how a small decision behind the wheel can lead to irreversible consequences.
The campaign for TV and social avoids a didactic tone and instead relies on identification as the main trigger for reflection. With a restrained visual language and a grounded narrative, “Mateo, a good guy” aims to raise awareness of the consequences of drunk and distracted driving. This film was released during the end-of-year holiday season, a period of high mobility and increased road risk.
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Credits
Client Gobierno de Chile – Conaset Agency FRI Chile Andrés Díaz, chief creative officer; Marco Calderon, head of art; Javiera Ortega, copywriter; Francisca Moreno, Deborah Buratovic, Omar Balut, art directors; Julio Irribarra, brand planner. Production Company Oriental Films (Mexico) Yupi Segura, film director; Marcia Palma, exec producer; Rodrigo Canales, production manager; Jennifer Contreras, line producer/post producer; Alvaro Eyzaguirre, assistant director; Rafa Russo, DP; Ignacia Sands, art direction; María José Paz, costume design. Postproduction Pedro Aragón, film editor; Yulia Bulashenko, colorist. Music Composition & Sound Design Agosto Voiceover Rubén González
Cadbury Dairy Milk has unveiled “Homesick,” a spot from London agency VCCP directed by Steve Rogers via Biscuit Filmworks x Revolver in collaboration with VCCP’s global content creation studio Girl&Bear.
The film marks the latest chapter in Cadbury’s long-running and IPA Effectiveness Grand Prix-winning brand platform “There’s a Glass & a Half in Everyone.”
“Homesick” tells the story of two sisters separated by 6,000 miles. Set against the neon glow of Kuala Lumpur, the film opens with the older sister calling home. After the call ends, she reaches for an envelope--an eagerly awaited piece of home--and discovers a Cadbury Dairy Milk chocolate bar lovingly wrapped inside. There’s just one twist: her younger sister has already eaten a generous portion of it. A tiny alien sticker holds together what remains of the bar, an unmistakable signature of sibling mischief. It’s a small, human moment--tender, funny and instantly relatable--capturing the way even imperfect gestures can mean everything when you’re far from home.
The campaign was created by VCCP creatives Emma Jackson and Aly Lane and aims to reinforce Cadbury’s role as a fabric-of-the-nation brand--one that understands and reflects the emotional connections people share every day. As loneliness rises and feelings of belonging decline, Cadbury believes these small acts of generosity have never been more meaningful or more relevant.
