Cadbury’s Takes A Stand Against Racism

Cadbury has launched a new initiative to make a stand against racism and other forms of intolerance, via Ogilvy Melbourne.
The inspiration came from years of managing hate-fuelled sentiment on the brand’s Facebook page.
Late last year, Cadbury made the decision to create a visual expression to respond to all those negative comments in a unique and impactful way.
Together with eight designers, an anthropologist and project manager from different cultural backgrounds, Cadbury’s Symbol For All, has been created for any person, organisation or company to customise and use to express their support for a more respectful and culturally inclusive society.
The result is a symbol designed to transcend all languages, cultures and faiths.
Ogilvy Melbourne creative directors, Sharon Condy & Josh Murrell said: “We wanted to show what Cadbury truly stands for by creating a universal symbol of unity.
“By responding to all the negative commentary with a positive solution, we can shine a light on inclusivity and encourage others to do the same.”
Ogilvy Melbourne executive creative director, David Ponce de Leon added: “As we looked into this project we realised there’s a symbol for almost everything and everybody.
“But there wasn’t a Symbol For All.
“As more and more things set out to divide in this world, we found no better way to demonstrate the world should truly be for everyone.
“Our symbol is a solution, a response and a brand statement, all rolled into one.”
Symbol For All was originally intended to be shared via Cadbury’s Facebook page on Harmony Day (21 March), the United Nations’ International Day for the Elimination of Racial Discrimination.
However, in consultation with the appropriate organisations in both Australia and New Zealand, the decision was made to delay out of respect following the terror attacks.
Mondelēz International’s director of marketing, Chocolate, Paul Chatfield said: “Every single day, Cadbury’s Australian Facebook page is flooded with hateful messages and comments that have nothing to do with chocolate and everything to do racist sentiment.
“As an iconic brand in Australia, we have a voice and a responsibility to lead by example, which has been the impetus for the creation of this symbol.
“By responding to these comments with positivity, we’re demonstrating an unwavering commitment to inclusivity and encouraging others to find the “glass and half in everyone”.”
Chatfield concluded: “We invite anyone who wants to show their support for a diverse and inclusive Australia to join us in sharing the symbol by downloading it, customising it and sharing it on their own channels.”
Anthropologist, Dr Marilyn Metta, said it was humbling to be a part of a project with such positive intention.
Metta said: “I know that all of the designers and experts involved in this project share the sentiment that it was an honour to be engaged in an initiative that exists to create a positive impact on our broader community.
“It was a saddening shock to everyone that on the second day into the project the Christchurch terror attack unfolded.
“From that moment on we had, even more, resolve to find a visual symbol that would show that there’s more that unites us than sets us apart.”
Throughout the design process, Cadbury also consulted with a range of organisations which support and advocate for a diverse and inclusive Australia, including The Australian Multicultural Foundation and Inclusive Australia.
Credits:
Mondelez
Paul Chatfield – Marketing Director, Chocolate, ANZ
Anthony Ho – Associate Director, Brand Equity, Chocolate & Biscuits, ANZ
Amanda Bronesky – Senior Brand Manager, Chocolate
Ben Wicks – Director, Global Brand Equity, Cadbury
Mie-Leng Wong – Head of Global Brands, Cadbury Halls & Tang
Ogilvy Melbourne
Rebecca Matlioski – Copywriter
Ben Ryding – Art Director
Sharon Condy, Josh Murrell – Creative Directors
David Ponce de Leon – Executive Creative Director
Andrew Vohmann – Senior Digital Designer
Gavin MacMillan, Michael McEwan – Managing Directors
Virginia Pracht – Head of Strategy
Danielle Chapman – Group Account Director
Bianca Kerr – Account Director
Oliver Corcoran – Social Community Manager
Bridget Pringle – Digital Producer
Susannah George – Head of Film and Content
Alana Teasdale – Senior Broadcast/Content Producer
Fee Townshend – Director Curve Comms
Symbol Designers
Bradley Pinkerton – Designer
Bibi Barba – Visual Artist
Noor Sleiman – Designer
Melissa Robinson-Cole -Visual Artist
Abdul Abdullah – Visual Artist
Joris Van Imhoff – Designer
Joy Li – Designer
Pin Athwal – Designer
Gareth Procter – Project Manager
Marilyn Metta – Anthropologist
Latest News

Former Webjet Marketing Manager Hayley Rathbone Joins Taguchi
Taguchi is a digital marketing platform. B&T apologises for mistaking it with the Tamagotchi in our earlier reporting.

Nine, John Hewson Settle Defamation Suit On Eve Of Trial
Nine and John Hewson have settled their defamation suit. Yet further proof of the assuaging nature of a large cheque.

Chartered Accountants Celebrates Accountants As ‘Difference Makers’ In Global Campaign Via JOY
Accountants say no need to constantly avoid us at parties in new advertising campaign via independent agency JOY.

Aussie Apples Unveil New Brand Platform Via TBWA Sydney And Atomic 212°
"An apple a day keeps the doctor away!" Well, that definitely wouldn't be the case if an apple tree fell on you.

Freeview Australia Brings Together Free-TV Broadcasters On Integrated HbbTV Service
Freeview Australia attempts to de-murk the rather murky world of television measurement with latest industry tool.

ATTENTION: Nominations Open For B&T’s Inaugural CMO Power List!
B&T's CMO power list is sure to be an industry hot potato! As in controversial, not likely to cause burns & blistering.

adidas Releases Special 4/20 Shoe With A South Park Twist
These adidas/South Park hybrids are set be a hit in trainer-obsessed adland. Although we can't see Sir Martin in a pair.

“Put Vera Back On!” Viewers Fume Over ‘Too Much’ Prince Philip Coverage
Costa Georgiadis assumes the title of the world's most famous Greek following the passing of Uncle Phil on Friday.

Brian White Scholarship Opens For Aspiring Radio News Broadcasters
This scholarship is aimed at aspiring radio news broadcasters, plus you don't need be an opinionated arsehole to enter.

This Is Flow Adds Global Business 1800-GOT-JUNK?
1800-GOT-JUNK may sound like a gay erotic film, however, as you'll learn here it's actually a rubbish removal business.

Five By Five Produces Animation Series For Gigabyte
Arguably animated ads are just another reason not to spend three years in an expensive acting course.

Heinz Launches Limited Edition ‘Footy Ketchup’ Bottles For AFL Fans
Nothing says 'footy' quite like a pie and sauce, does it? That and screaming vile obscenities at your television set.

Network 10 Conducting Company-Wide Culture Review
Network 10 conducting a company-wide culture review. 'Trial By Kyle' repeatedly coming up in a lot of people's answers.

Study: Australians Spend 17 Years In A Lifetime On Phones
Study finds Aussies are spending 17 years on their phones. Double that if you've ever tried phoning a bank's helpline.

The Rise Of The Content Creator & Why Every Brand Needs One
Columnist argues every brand needs to tell a great story. Ideally, not the time it rained on your holiday to The Goldie.

Sunday TV Wrap: Schapelle Gives Dancing With The Stars Its Best Launch Since 2015
Thankfully Schapelle wisely avoided any Cypress Hill or Miley Cyrus for her dancing debut on Seven last night.

How Gen Z Is Tackling Issues Of Diversity With UNiDAYS’ Viviane Paxinos
Here UNiDAYS' Viviane Paxinos talks Gen Z and diversity. A predilection for lower case i's isn't touched on.

How To Balance Fact-Based Decision Making With Trusting Your Intuition
Kay Bretz (main photo), author of Turning Right: Inspire the Magic, is a facilitator of transformation, executive coach, inspirational speaker and ultra-marathon runner in his spare time. In this guest spot, he dissects the merits of the “fact VS gut” instinct debate… Throughout my life I learned that being rationale was paramount. My parents taught […]

WPP AUNZ Reaffirms Guidance Ahead Of Proposed Acquisition By WPP PLC
This peek into WPP AUNZ's numbers is like a trip to H&R Block minus the plastic fern and the musty, damp smell.

WA Marketing Association Launches Under The Brand “We Are WAMA”
The WA Marketing Association will champion WA’s local marketing community.

diptyque And Like Fire Launch ‘A Scent In Song’ Campaign for New Perfume, Orphéon
Admittedly, B&T's trying a bit of cool namedropping in this headline, but not before Googling who they were first.

Enriching Customer Engagement Through AI And Analytics
Does your customer engagement need a bit of a pep & a spring clean? Read on with this Chux-esque read.

Verizon Fios Teases Gamers With ‘Unbreakable’ Gaming Controller Via McCann New York
Top news today if you're always smashing your gaming controller. Or, there's deep breathing exercises & scented candles.

YoPRO Recruits Ash Barty And Host Of Sporting Talent For Olympic Campaign Via Emotive
The gun has fired on the first of the Olympics ads! Expect a bit of national patriotism mixed in with some yogurt here.

Nike Settles Lil Nas X ‘Satan Shoes’ Lawsuit
Satan now reportedly doing rather nicely out of his Nike & Little Lucifer endorsements and trip to Georgia theme song.

Thursday TV Wrap: AFL Punts Seven To An Easy Win
The couch was the place to be for footy fans last night. B&T has no idea what calligraphy or découpage fans were up to.

Hackers Attempt To Sell The Data Of 500M LinkedIn Users
Hackers offering steak knives plus Kerri-Anne Kennerley's memoirs in desperate attempt to shift stolen LinkedIn data.

WARC Study: Highly Awarded Creative Ideas Are Significantly More Effective
Study finds winning industry awards isn't just great for an impressive email signature, they can actually sell shit too.

Poet Amanda Gorman, 23, Stars In Powerful US Vogue Cover
Poet Amanda Gorman stuns in latest Vogue cover and not a brown cardigan or matching corduroy as far as the eye can see.

Val Morgan: Easter Brings Biggest Cinema Audiences Since Pandemic Began
Easter certainly proved 'bums on seats' for the nation's cinemas; ironically, less so for the nation's churches.