Cadbury needed a campaign expression of their long-running ‘Generosity’ platform that would encourage people to share their chocolate. So we redesigned bars of Cadbury Dairy Milk to be shared proportionately, rewarding the generous ones amongst us. Each pack was inspired by the relatable behaviours of our nearest and dearest, whether you’re a family, a sharehouse, colleagues or a bunch of mates. Creating a Limited Edition set of 12 bars that were available to purchase in-store.