Ogilvy Malaysia
Mondelez International
Cadbury Dairy Milk
Between 18 March 2020 to 31 December 2021, Malaysia went through a series of strict lockdowns which saw all non-essential businesses shut down, and citizens confined to a 10km radius of their homes.As a result, thousands of families were left without work, money, or food. As Covid-19 and hunger spread, white flags started appearing across the country. The flags - sometimes little more than T-shirts or strips of cloth - were a cry for help from low-income families who were financially affected by the long coronavirus pandemic. As a brand that stands for generosity, Cadbury had to step up to find a solution to help.
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 gave them away on-ground and in supermarkets, so people who would like to help could fly a purple flag to signify they had extra food and supplies to give. For those without a physical flag, they could also pin their location with a virtual purple flag on our website kitajaga.co in partnership with Terato tech.Donations were then collected from the households with purple flags, and passed on to needy families with white flags. Through the use of a simple purple flag, we managed to rally people during a lockdown to distribute essentials from those who wanted to help, to the people who needed it. The campaign made Malaysians show their true colours. With little media spend, we reached over 260 million people. Thousands flew the purple flag and came forward to help, with over 600% increase in donations. 1,078 families f
For Ogilvylt;gt;
Chief Creative Officer: Nicolas Courant lt;gt;
Creative Director: Jaz Lee lt;gt;
Associate Creative Director: ZiWei Tan lt;gt;
Senior Copywriter: ShangHao Chen, Jaz Lee lt;gt;
Chief Executive Officer: Nizwani Shahar lt;gt;
Chief Client Officer: Giri Jadhav lt;gt;
Regional Business Director: Kanika Sood lt;gt;
Group Account Director: Nikki Khoo lt;gt;
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Production House: Another Planet Sdn Bhd lt;gt;
Film Director: Neoh Chin Sim lt;gt;
Executive Producer: Prinz Jones lt;gt;
Camera Operator: Tasnem Rain Aljoffery lt;gt;
Editor: Johnny Chuah lt;gt;
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For Mondelez / Cadbury Dairy Milklt;gt;
VP Marketing, Southeast Asia: Nikhil Rao lt;gt;
Marketing Lead, Chocolates Southeast Asia: Nikhil Nicholas lt;gt;
Marketing Director, Malaysia: Arpan Sur lt;gt;
Marketing Manager, Malaysia: Rahul Mathur lt;gt;
Marketing Manager, Southeast Asia: Stacey Biagtan lt;gt;
Senior Brand Manager: Selene Onglt;gt;
