We were briefed to create a radio campaign for Cadbury Bournville dark chocolate that would evolve and further demonstrate the brand’s positioning of “Deliciously Dark.” We created a radio series that followed two mysterious characters, “Mr. Fitzpatrick” and his anonymous female counterpart on their escapades. The scripts are a nod to a classical style of writing that appeals to Bournville’s older, more sophisticated target market, woman who too have a darker side. Each describes what we imagine to be a dark encounter that is later revealed to be innocuous. Any deviance has taken place in the mind of the listener.