Agency: Ogilvy, Johannesburg
Art Director: Ian Broekhuizen
Copywriter: Catherine Conradie
Photographer: Natalie Shau
Illustrator: Natalie Shau
Typographer: Ian Broekhuizen
Digital Artist: Natalie Shau, Ian Broekhuize

PERCEIVED CREATIVE BRIEF

Advertising Strategy

1. Cognitive: Cadbury Bournville Dark Chocolate is sinfully delicious and will satisfy my urge for something sweet.
2. Affective: Indulging is fun and exciting. This chocolate will give me a rush.
3. Conative: I should eat this chocolate to satisfy my suppressed sweet tooth.

Positioning
This chocolate is the only candy that satisfies your urge to be naughty. By playing off the “darkness” of the chocolate and the darkness of human temptations, this campaign aims to draw a direct link between the thrill of eating chocolate with the thrill of doing something you shouldn’t.

Consumer Promise
Cadbury Bournville Dark Chocolate is so flavorful it will excite your mind.

ADDITIONAL EXECUTION

1. Visual: Same style as shown, but instead of Little Red Riding Hood it’s Show White and she’s imagining herself in bed with all seven dwarfs. Is that taking it too far? Ok fine. She’s imagining herself and the Queen as friends, holding hands skipping through a flower field. That’s too lame now. So, it’s Ariel, the little mermaid and she’s imagining herself eating that stupid crab Sebastian.
2. Copy: Deliciously Dark