Cadbury has unveiled an integrated brand campaign for its dark chocolate brand, Bournville–the first in nearly 50 years. The campaign–which runs across the U.K.–marks the iconic product’s return to advertising and introduces a new brand platform: “Made to be enjoyed, not endured” by global creative agency of record VCCP.
The punchy campaign positions Bournville as the antithesis of bitter hard-to-enjoy dark chocolate. At the heart of the campaign is this comic film that follows two puffed-up dark chocolate aficionados locked in a game of escalating one-upmanship–trading obscure cacao origins and elaborate tasting notes. While they spar over the bitter allure of their artisanal bars, a Bournville fan quietly enjoys a chunk of smooth, simple dark chocolate.
Production company Outsider and comedy director Harold Einstein brought the idea to life, in collaboration with VCCP’s global content creation studio Girl&Bear. The script was written by VCCP creatives Alice Goodrich, Lara Baxter and Simon Connor. Once the script was formed, VCCP worked with Einstein and BAFTA-winning British comedy writer Simon Blackwell (Veep, Peep Show, The Thick of It) to hone the jokes and collaborate on new material. The result is a hilariously sharp and self-aware film that flips category conventions on their head–and firmly positions Bournville as the antidote to dark chocolate elitism.
This is the 90-second version of the spot, which has also been cut to a :30.
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Credits
Client Mondelez International Brand Cadbury/Bournville Agency VCCP Chris Birch, Jonny Parker, chief creative directors; Simon Connor, creative director; Alice Goodrich, Lara Baxter, creative team; Tom Lee, creative. Agency Production Girl&Bear David Vass, TV producer; Oona Webster Jones, TV production assistant; Georgina Ehmcke, sr. integrated creative producer. Production Company Outsider Harold Einstein, director; Richard Packer, managing director/exec producer; Joseph Taussig, producer; Michael Kanter, U.S. producer; Glynn Speeckaert, DP; Patrick Lamb, production designer; Alex Day, stylist. Editorial Arcade Dave Anderson, editor; Sila Soyer, managing partner/exec producer; Ellen Lavery, sr. producer; Drew Lang, assistant editor. Color Grade Company 3 Tim Masick, colorist; Alexandra P. Garcia Ortiz, color producer; Morgan Coyle-Howard, associate color producer. Postproduction Selected Works Alex Fitzgerald, exec producer; Angie Broomfield, producer; Ben Turner, VFX lead; Olivia Wang, Rich Roberts, 2D. Audio Post Factory Studios Jack Hallett, sound design & mix; Olivia Endersby, audio producer. Content Creation Studio Girl&Bear Jonathan Harper, design director; Nick Normann, assistant artlab manager; Yasmine Moridi, resource manager; Thomas James, social editor; Emily Vizard, social sound engineer; Gerda Aleksandraviciute, post producer.
Daniel Warwick directed and teamed with producer Jakob Rühle to conceive of and develop this short film titled Ritornerai (Italian for “you will return”).
“Three days before an actual commercial shoot, my producer [Rühle] and I realized that we had a camera, a location, an actor, a pair of Lederhosen and a few beers to brainstorm,” Warwick said. “Suddenly my producer yelled ‘Objectophelia’ and the idea was born.”
Known for his big and bonkers, epic visual storytelling, Warwick’s Ritornerai--albeit more meditative than some of his other work--does not disappoint. It is a wholly original and offbeat story with an exquisite scenic backdrop that leaves plenty of room for interpretation.
Filmed in the Italian Dolomites, Ritornerai features a man in Lederhosen who appears from behind a bush and enters a Grand Hotel where he begins to touch the beautiful haptics and textures of the whole place. Seemingly overtaken by objectophelia, we observe him enjoying the sensory experience deeply and emotionally. He enters the big ballroom and sits by the piano where he utters the film’s only line, “Ritornerai.” He approaches a giant painting of a landscape and eventually we discover that he is actually in the painting.
“Ritornerai has inspired many different interpretations,” said Warwick. “People let their minds wander a bit. Love it or hate it, I really like that it doesn’t want anything from you. For that reason, maybe it’s a little more artful because people can take away whatever they want.”
The production company on Ritornerai was Zauberberg Productions. Director Warwick is handled by production house O Positive for commercial representation in North... Read More
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