A hardworking mother rushes from work to pick her 5 year-old daughter up from school. She’s the last child waiting. Walking home, the mum gets an important call. The girl goes into the local shop. Mum continues her call outside.

The girl is nervous. She asks the shopkeeper if she can buy a bar of chocolate for her mum. He shows her a Cadbury Dairy Milk, and she nods. She then tries to pay - with a plastic coin, some buttons, a plastic ring and her beloved toy unicorn.

The shopkeeper thinks about it, and then slides across the Cadbury Dairy Milk bar to her. Before giving her her ‘change’ - the unicorn.

The girl leaves, and her mum finishes her call. From the shopkeeper’s point of view, we see the girl give her mum the chocolate, and say ‘Happy Birthday mum’. Her mum gives her a heartfelt hug.

Once a source of national pride, the British public had fallen out of love with the Cadbury they once held so dear. Since the Kraft takeover in 2009, the British press spoke only of a corporate giant making evil decisions and changing the recipe of Cadbury chocolate.

Originally Quaker owned, Cadbury’s success was built on generosity; democratising chocolate and creating Cadbury Dairy Milk, made with not only one, but one and a half glasses of milk.

We saw an opportunity for Cadbury to find new relevance by reminding people of the generous instinct within all of us, through our campaign ‘There’s a glass & a half in everyone’.