SHARE THE JOY - CLAP YOUR HANDS by DDB Auckland for Cadbury

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SHARE THE JOY - CLAP YOUR HANDS

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Industry Milk, Chocolate
Media Promo & PR, Case study
Market New Zealand
Agency DDB Auckland
Director Chris Graham
Creative Director Aaron Goldring, Dave Brady, Steve Kane
Art Director Lisa Fedyszyn Whybin Tbwa
Copywriter Jonathan Mcmahon
Producer Chloe Sutherland, Neil Stitchbury
Released December 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: CADBURY
Product/Service: DAIRY MILK
Agency: DDB GROUP NEW ZEALAND
Date of First Appearance: Dec 16 2010
Entrant Company: DDB GROUP NEW ZEALAND, Auckland, NEW ZEALAND
Group Executive Creative Director: Toby Talbot (DDB Group NZ / RAPP Tribal)
Creative Director: Steve Kane (DDB Group NZ / RAPP Tribal)
Creative Director: Dave Brady (DDB Group NZ / RAPP Tribal)
Art Director: Lisa Fedyszyn (DDB Group NZ / RAPP Tribal)
Copywriter: Jonathan McMahon (DDB Group NZ / RAPP Tribal)
Event Director: Amani Peleti (DDB Group NZ / RAPP Tribal)
Group Business Director: Greg Jones (DDB Group NZ / RAPP Tribal)
Planning Director: Lucinda Sherborne (DDB Group NZ / RAPP Tribal)
Head of PR/Experiential: Claudia McDonald (DDB Group New Zealand / Mango)
Creative Director: Aaron Goldring (DDB Group NZ / RAPP Tribal)
Head of TV: Judy Thompson (DDB Group NZ / RAPP Tribal)
Producer: Chloe Sutherland (DDB Group NZ / RAPP Tribal)
Project Manager: Andy Robilliard (DDB Group NZ / RAPP Tribal)
Account Director: Sarah Jones (DDB Group NZ / RAPP Tribal)
PR Account Director: Dorita Hollins (DDB Group New Zealand / Mango)
Senior Planner: Thinza Mon (DDB Group NZ / RAPP Tribal)
Creative Strategist: Dan Stoneham (DDB Group NZ / RAPP Tribal)
Lead Digital Designer: Jason Vertongen (DDB Group NZ / RAPP Tribal)
Producer: Neil Stitchbury (GoodLife Films)
Director: Chris Graham (GoodLife Films)
Media placement: Temporary Sound Activated Installation - Experiential Event, House In CBD - 16 December 2010 / 2 Weeks

Insights, Strategy & the Idea
For the past few years, Cadbury has been all about joy. So for the festive season, Cadbury asked us to come up with a memorable piece of communication that shared moments of joy with all New Zealanders, encouraged public interaction, and in turn got the public sharing with us their own joyful moments.
So we decided to take a popular Christmas tradition of decorating a house with lights for the public’s viewing pleasure, and then gave the public and all passersby the chance to get involved and turn it into something even more magical.

Creative Execution
We took an ordinary house and covered it in decorative lights, then rigged the lights up to microphones so they could only be activated by the joyful act of clapping your hands.
The more noise the public made, the more spectacular the light display became.
A big ‘Sharethejoy.co.nz’ neon sign lit up, which saw the Cadbury glass and a half logo pour, and wristbands with the website written on them were given away encouraging the public to visit sharethejoy.co.nz to witness other moments of joy, as well as to share their own.

Results and Effectiveness
Over 16,000 hands helped this house light up in the lead up to Christmas, and since launch sharethejoy.co.nz has had over 45,000 unique visitors, along with over 1,200 videos and photos uploaded and shared.
Photos, newspaper reports, blogs and social media helped to spread the festive cheer even further, as we brought even more ‘Joy to the World’ this holiday season. Well, to New Zealand anyway.