Cadbury New Zealand has spent six months collecting the sounds of joy from across New Zealand, and is now turning them into a Glass and a Half Full production with the help of singer Bobby McFerrin. “Share the Joy” is a project aiming to create a song made entirely out of New Zealand’s sounds of joy. The campaign includes a number of experiential events, including a hand-clapping-powered Christmas lights show in Oriental Parade, Wellington, the launch of 25,000 rocket balloons at a Raggamuffins event in Rotorua, a giant sprinkler on Auckland beaches, a snow globe in Auckland in the lead up to Christmas, and huge beach balls with cameras inside to catch the joy. Bobby McFerrin’s concert on March 16 was another opportunity to capture interactive moments of joy from the crowd.
Click on the image below to play the Share the Joy video in YouTube (HD)
Click on the image below to play the Snow Globe video in YouTube (HD)
Click on the image below to play the Call for Entries video in YouTube (HD)
The Share the Joy campaign was developed at DDB New Zealand by group executive creative director Toby Talbot, creative director (experiential) Steve Kane, creative director Dave Brady, copywriter Christie Cooper, art director James Conner, copywriter Joe Hawkins, creative director (digital) Aaron Goldring (DDB Group – RAPP/Tribal), group business director Greg Jones, account director Vanya Piacun, project manager Andy Robilliard, account executive Jason De Court, planning director Lucinda Sherborne, senior planner Thinza Mon, head of PR/Experiental Claudia Macdonald, DDB Group/Mango, event director Amani Peleti, DDB Group/Mango, PR senior account director Dorita Hollins, head of TV Judy Thompson, producer Chloe Sutherland, working with Kraft Foods NZ team general manager marketing Andrew Fraser, marketing manager chocolate Jessica Nikora, and brand manager Amanda Christie.
Filming was shot by director Chris Graham via Goodlife Films with producer Neil Stichbury, and editor Paul Maxwell. Audio post production was done at Liquid Studios. Visual post production was done at Toybox.