Cadbury
Flags of Generosity
After a year of lockdowns in Malaysia, thousands of low-income families started flying white flags outside their homes as a cry for help, signalling that they’ve ran out of work, money, and food.
As the brand that believes there’s generosity in everyone, Cadbury came up with a simple solution: flags in its iconic shade of purple for those who wanted to help. Distributed in affluent neighbourhoods, people can put up a purple flag to indicate that they have excess food and supplies to give. Donations were then collected from homes with purple flags and passed on to families flying white flags.
Cannes Lions 2022
Gold / Outdoor / Corporate Purpose & Social Responsibility
Shortlist / Media / Single Market
Shortlist / Brand Experience & Activation / Corporate Purpose & Social Responsibility
D&AD 2022
Shortlist / PR / Single Market
Shortlist / PR / Reactive Response
Shortlist / Direct / Health & Wellbeing
One Show 2022
Merit / Design / Innovation in Lockdown
Merit / Health & Wellness / Innovation in Lockdown
Merit / Health & Wellness / Out of Home
Clio Awards 2023
Bronze / Out-of-home / Ambient
Shortlist / Experience/Activation / Guerilla
Shortlist / Media / Experience/Activation
Spikes Asia 2023
Silver / Media / Corporate Purpose & Social Responsibility
Adfest 2023
Silver / Direct / Resilience Through Creativity
Bronze / Direct / Real-Time Response
Finalist / Lotus Roots
One Show Asia 2022
Best of Discipline / Design
Gold / Design / Design for Good
Silver / Public Service & CSR / Corporate
Bronze / Innovation / Innovation in Lockdown
Merit / Direct Marketing / Out of Home
Creative Circle Awards 2022
Gold / Outdoor / Best Use of Cultural Insight
Gold / Direct / Gong for Good
Gold / PR / Gong for Good
Silver / Outdoor / Gong for Good
Silver / Brand Experience & Activation / Best Use of Cultural Insight
Bronze / Media / Gong for Good
Bronze / Brand Experience & Activation / Gong for Good