To launch Cadbury Dairy Milk’s new Limited Edition Festive Baubles (Santa, Reindeer, Snowman and Polar Bear), we wrote four magical Christmas adventure stories, all with a proudly South Africa twist.

Our one-of-a-kind Christmas stories included original illustrations from four local illustrators as well as cool, fun games and animations. Crafted specifically for mobile, our Christmas tales were told as Instagram and Facebook Stories, making them easily accessible to all South Africans. These stories were then saved on Cadbury’s Instagram page as part of their highlights reel.

In addition, we created an interactive website where viewers could read and interact with the various stories and characters on their iPads and desktops. On the website, the stories were also downloadable as a PDF, allowing families to share them across WhatsApp and email with loved ones.

Lastly, we printed a few select storybooks as part of a Christmas competition for Cadbury fans.

Client: Mondelēz South Africa

Agency: Wunderman Thompson Digital

Creative Director: Rory MacRobert

Copywriter: Krysia Gaweda

Art Director: Bronwynne Evans

Illustrators: Ndumiso Nyoni, Paper Snap, Amy Slatem and Patrick Latimer