Tuesday 29 September 2009

The best fairtrade comms ever from Cadburys


Its been a while but thought I would pen a few words about the latest stuff from Cadburys.  I think its awesome.  Lets remember for a start that the story that they want to communicate is actually about their internal operations - the supply chain no less.  To many not a rich source of creative communications.  Going fair trade can easily be seen as a tick box exercise or be communicated in a cliched, 'because we care' kind of way, rather than being seen as a source of inspiration.  If you don't work in advertising then the latest work seems like some memorable 'out there' fun with an African theme to express the fair trade connection.  If you do you are tempted to think about how it was sold or even explained to the client to get them to sign it off.  You might also dig a bit deeper and find that the every aspect such as the people, music, and visual themes seem to been pulled together in an authentic way from genuine Ghanaian references.  For example the rapper is a top selling Ghanaian rapper, the face/mask was based on tribal art etc... etc...  Maybe that's part of the reason why it works even though it seems like a random fantasy / drug induced dream.  The final thing of note is the way it uses the 'make culture not ads' approach i.e. it works as branded entertainment.  There is a 'music video' edit as well as an i-tunes download, and I'm sure, loads of other things that I've not yet seen.    Brand substance I'd call it.

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