Silence isn't golden in Cadbury's new campaign

Cadbury – Donate Your Words: The Original

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Agency VCCP/London
Production Company Academy
Director Billy Boyd Cape

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Credits

powered by

Agency VCCP/London
Production Company Academy
Director Billy Boyd Cape
Editing tenthree
Grade Cheat
Post Production Freefolk
Sound Design Wave Studios/London
Executive Creative Director Darren Bailes

Associate Creative Director Chris Birch
Associate Creative Director Jonny Parker
Creative James Rafter
Producer Nosisa Majuqwana
Producer Georgina Smith
Editor Billy Mead
DP Robbie Ryan
Colourist Toby Tomkins

Sound Designer Jack Sedgwick
Creative Myles Vincent

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This new campaign from Cadbury Dairy Milk captures some of the unexpected stories the older generation can share with us and suggests the nation asks more searching questions of the UK's elderly.

Don’t ask about the weather or what someone had for dinner, ask an older person you know about all their adventures, the campaign, which is part of the next phase of VCCP London's ‘Donate your words’ collaboration with Age UK, says.

Last year, prompted by the shocking fact that 225,000 older people often go a whole week without speaking to anyone, thousands of people took time to have a
conversation with an older person. This time, the campaign’s new film, which is directed by Billy Boyd Cape through Academy, celebrates what happens when you take the time to stop and listen and features a series of OAPs discussing nude photos, kissing rock stars, taking part in treacherous car rallies, and more.

The coronavirus pandemic continues to be a source of great anxiety and fear for most people, especially millions of older people - with loneliness and social isolation taking its toll more than ever before. With so much more uncertainty ahead there’s never been a time when conversation and friendship has been more important for older people. The 80-second film aims to motivate the nation to donate their words and have a meaningful conversation with an older person, not only to help tackle potential loneliness but also to find out more about their lives and the surprising stories they might have to share.

“Last year we asked people to talk, this year we’d like them to listen," said Darren Bailes, VCCP ECD. "The truth about older people is they don’t need tiptoeing around. They’ve been there and done that, so they’ve got some amazing experiences - our new film is all about encouraging the nation to donate their words and seek them out.”