FLAG OF
GENEROSITY

Cadbury Dairy Milk

CREATIVE DIRECTOR
COPYWRITER

HOW WE TURNED A BRAND COLOUR INTO

THE SYMBOL OF GENEROSITY IN MALAYSIA.

When Malaysia went into a nationwide lockdown in 2020, many struggled to make ends meet. With no jobs and little to no help from the government, people began surrendering White Flags outside their homes as a signal for help. As a brand with generosity at the heart of our DNA, it was important we walked the talk and there was no better time to do so. So, while a White Flag represents those who need help, we turned our iconic Purple into a representation and symbol of those who want to help - bridging the gap between donors and recipients by collecting donations from Purple Flag houses and delivering them to White Flag homes.

CADBURY - Flags of Generosity - OGILVY - Cannes Lions 2022 (Presentation Image from The Wo