Cadbury takes stand against racism with Symbol For All in new initiative via Ogilvy Melbourne
Cadbury has launched a new initiative via Ogilvy Melbourne to make a stand against racism and other forms of intolerance.
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.
Says Josh Murrell and Sharon Condy, creative directors, Ogilvy Melbourne: “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.”
Says David Ponce de Leon, executive creative director, Ogilvy Melbourne: “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.
Says Paul Chatfield, director of marketing, chocolate, Mondelēz International: “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.
“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.
Says Metta: “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.
Symbol For All is now available online for anyone to download, customise and share. Share the symbol with #ForAll to show support for respect and inclusiveness. To learn more about the initiative and to watch the film, visit symbolforall.com.
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
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
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
This is truly one of the most tokenistic things our industry have ever attempted. This is up there with Kendall Jenner for Pepsi.
You can’t be serious!
“We wanted to show what Cadbury truly stands for by creating a universal symbol of unity”
Did anyone mention in any of the meetings that must’ve happened that Cadbury is a chocolate brand?
Should read “Just in time for Easter Cadbury attempts to create world peace.”
To call this tone deaf is an understatement. I give it 2 weeks till we get a “we missed the mark” apology. This is a real low for Australian advertising
For one it stinks of an agency trying to find a cause to jump on before Cannes. And secondly, if you’re going to get 10 designers to help you make a symbol for unity make sure you don’t end up with an upside down Cadbury C wrapped around a love heart. This makes me sad to work in advertising.
Not only is this disingenuous and stinks of “just in time for easter” the symbol is not memorable, looks forced and will have fuck all cut-through. Pathetic on every level.
You remember Small World Machines by Coke? That was 7 years ago and is still more relevant than this insincere piece. Who’s signing this off? What an out of touch attempt to solve the biggest problem with social media.
“I got this. Hold my Pepsi”
They made a symbol. What are they doing with it? I’m so confused. How are they dismantling racism? I honestly think I’m missing something and I’d really appreciate someone explaining it to me.
Looks like they’re responding to all the anti-halal/Islam comments they get. A symbol for a symbol. Actually a pretty good idea in theory, just think the design could do with some work.
The rage that the halal symbol on their products generates is real, and attempting to shift that conversation is fair play for Cadbury, but with no mention of that specific issue at all this just feels random/tokenistic. Guessing client forbade the use of the H word, which should have been the end of the idea.
oh no baby what is you doin
Looks like our logo – thanks!
Over the years i have seen some nonsense in this industry but this is truly pathetic
It seems to be working well at iradicating hurtful online comments so far #forall
Love that a company in an industry which grew off the back of slave labour in cocoa plantations is now preaching ‘racial respect’ to the masses: https://foodispower.org/human-labor-slavery/slavery-chocolate/
Not to mention absolute devastation of the environment and wildlife with their palm oil plantations.
I normally feel that negative comments are best left unsaid as they generally serve no purpose.
This, on the other hand, needs to be called out for the utter tokenistic rubbish that it is.
They’ll use these negative comments in their case study.
Seen the rubbish racist comments they’re replying to on their FB page because they’re Halal certified? This seems like a good thing to me…
Money for people.
It is totally unnecessary for Cadbury to associate itself or even mention the tragic events that happened in Wellington. I half applaud what you’re trying to do but please for the respect of others know where your brand should stand. You want to do something? Then donate all your million dollar profits to the UN. Yes, you can create a symbol but an act is so much more powerful.
What’s truely bizarre, is I’m actually quite offended by this symbol. Feels less like an act of philanthropy and more an opportunistic act by Cadbury.
@makes sense to me
Halal meat is when an animals throat is cut while it is still conscious. Seems like a bad thing to me…
You mean the animal is killed while it is still alive? Heaven forbid!
What turgid, self-absorbed and utterly cynical rubbish.
LOL. Campaign Brief trolls trolling a brand for calling out trolls.
Onya Cadbury, love this 👍🏼
A big brand taking a stance against racist behaviour. How could this be a bad thing?? Well done Cadbury!!
Thank you for sharing all the other derivative and unoriginal designs that didn’t make the cut. Opportunistic.
An agency doing work for a real client, for a real problem. Refreshing not to see yet another charity scam idea in the award season.
But seems to be working on social
This is truly terrible. How did so many people sit by and watch this get made? It’s clearly the Cadbury logo upside down, which just makes it even more obvious that this was a stunt with no real design consultation or intention to rid the world of online racists.
Even pro-lifers? Even Liberal Party voters? Even people who comment on Campaign Brief?
No, wait it’s Easter.
It says everything about the agency that so many people wanted to put their names to this.
That agency is in a serious rut.
This should never have got through the first internal meeting, it definitely shouldn’t have been presented to client, when it got signed off someone should have said something, and when it was in production surely the talented designers that were forced to trace the Cadbury ‘C’ should have walked away. What a sad state of affairs when a big business is duped into believing this was a good idea.
Yeah there’s nothing like taking the ethical high ground on one front, while you’re totally screwing up in another.
Great social idea. Love it. If only we had something like this for all the negative commentary on here.
For those who think it’s “tokenistic” you should actually go to their facebook page and read some comments first eg “Cadbury tastes so different since it’s been halal certified. This symbol is a reminder how the world has had to change for Muslims, and continues to do so” – seems like a pretty valid reason to make something like this to me
I don’t think anyone’s arguing with the fact that online trolls exist and something could be done about them. I’m guessing most people are taking issue with the fact that an ad agency though they could solve the problem in time for Easter with a symbol that looks distinctly like the Cadbury logo and a case study that is a poor attempt at an award entry.
They’re probably just deleting the negative comments just like how campaign brief are deleting mine.
It’s called criticism
They’re probably loving this
Did I see this on Got?
Sure Campaign Brief can be a synical bunch, but what are regular punters saying????
Virtue Signalling https://www.3aw.com.au/cadburys-bizarre-new-inclusive-symbol/
Even ‘cynical’ sometimes
First time I have ever objected or bothered to comment here in years. Ogilvy & Cadbury can spin this however they want but a few things are certain – it exploits a real problem, is Machiavellian, won’t win awards and won’t sell chocolate. One of the most disgraceful campaigns to ever come out of this country.
Every scathing criticism has already been made. But what does the symbol actually do? Where does it go? How does it respond to racism?
I honestly don’t get it, what am I missing?
Ive got this.
Isn’t the peace symbol, something that has been around for over 6o years, a symbol for all?
It sort of worked in that it united us all, despite our differences, in our dislike of this campaign.
Brave client doing brave work. Congrats to all involved.
This symbol doesn’t solve the problem it outlines, nor does it create change or shift attitudes. This symbol only serves the opportunism of the agency and the brand, who really took the temperature on this so very wrong. A real stinker. How embarrassing.
Disgusting comments. Great solution.
Great to see brands in Australia finally catch up to the rest of the world and have a positive voice on subjects that really matter
this is the exact same idea that won in Future Lions a couple of years ago! only that symbol actually looked good https://vimeo.com/147114095
This is seriously offensive shit. Not the comments. The work. What a sad attempt at winning an award. What shit work. Utter rubbish.
‘Cadbury takes a stand against racism’. I’m not sure how people could be offended by this idea.
What about a campaign for Palm Oil? #forallonearth #notjustpeople
This is not an idea. It’s a poor attempt to commercialise a real problem in society.
I hate the negativity on this blog, most of the time, but when it reflects how I feel it makes me happy to know I have good taste and can know when a brand or agency is blatantly exploiting a cause.
Last week my dog left a trail of diahrrea that looked like that logo.
Can’t believe this industry has such a problem with a brand standing up for something, especially when it’s a brand problem. Glad there is a lot more positive sentiment among the punters. Seems to be working in the real world.
If they want to “take a stand” fix the palm oil and cruelty to animals, clean up there halal embarrassment, and get the fxxk out of Woking christchurch…I mean they have this on the packs! ….and are the profits going to the Linwood Muslim community ???or corporate share holders? Honestly mondelez.
Cadbury receives racist hate from trolls.
Cadbury responds to racist hate.
So simple, love it.
I doubt anyone with two brain cells has a problem with a brand or an individual standing up against racism. However, in this particular case, most people on this blog seem to be repulsed by the inherent cynicism of this ‘campaign.’ A semiotically illegible symbol ‘designed’ by a motley crew is not a stand against racism. It’s a tick in a corporate citizenship box.
Want to stand against racism? Okay Cadbury, why not donate $1million to a national fund against racism (education/shelter/etc). Why not create a national event in which people can participate that takes a high-profile, collective stance? Why not do something real rather than condescend to people.
Finally, you need credibility to be a leader. A company that is currently putting orang-utans, for example, on the endangered species list because they have destroyed their natural environment with palm oil plantations to sell more sugary treats, cannot expect to have the moral gravitas to grandstand with such a flimsy exercise.
BTW, how do you know it “seems to be working in the real world”? Have there been reports already? Any figures? Or is it something YOU feel. Just curious.
To all the people defending this I just ask you to put yourself in the shoes of those affected by the recent events in Christchurch. How would you feel if Cadbury slapped a logo on your suffering? You see the logo don’t you? I mean it’s actually poured out of the glass and a half device. They crossed the line so many times with this one.
Good job guys!!
Isn’t it too late for April fools jokes?
Well done Cadbury! It was clearly made in the right spirit and is a great response to the fear spreading trolls.
I’m don’t see this as Cadbury exploiting a cause or trying to commercialise a problem in society. Aren’t they replying to messages of hate directed at them…
Corporate Woking is bad,…but the agency had a responsibility challenge the brief, so no or find a way that adds value to suffering… not extract commercial value through making a just ok logo, and sticking on a pack… then selling it!!
For the good of our industry, please pull it.
This is a great case study on how NOT to design a logo
Yes do something about trolls. No don’t make a symbol and use a hashtag. It just shows short sightedness and a misunderstanding of how online communities behave. I’d genuinely be interested to know if the brief was ‘please help us solve our online troll problem’ or if Ogilvy wrote their own brief, or worse yet came up with this as proactive to try and win awards.
Came for the comments about this being tokenistic, virtue signalling and commercializing a cause. Wasn’t disappointed.
Kinda looks like the screaming meat wheel from the latest GOT episode
“The Hate Magnet symbol attracted 800% more hateful comments than any other post in the market, distracting trolls from racism by directing their comments to our symbol…”
If they were truly concerned about racism, they’d ban white chocolate.
Have been waiting for a brand to make an absolute fool out themselves and try to sell products by pretending they care about Christchurch. Not surprised it was Cadbury and Ogilvy. They need to pull this before things go from bad to worse.
Cadbury’s Facebook posts about this have only positive comments. The irony that they’ve released a symbol and have then got people hiding negative comments just rounds out what is already an absolute debarcle for the brand. Surely let the public comment on the post positively or negatively? Don’t take a stand for something and then bullshit your way to the outcome you want. FFS
Oh this is terribly embarrassing for all involved. Not really sure what you expected the response to something as tacky as this to be? I guess we’ll be able to tell when the award submissions come round if this was truly done to solve a problem or if it was, as it looks, a thinly veiled attempt to hijack a cause for an agencies on self interest.
Didn’t it say they started this project last year? Not sure how it could be hijacking a cause then.
Looks like a positive response to the hate they receive and a strong brand statement.
Went straight to the comments for this. Did not disappoint.
More than 30 people were involved in this project according to the credits and no one saw what was coming??? I doubt Cadbury tested this on focus groups before the launch…
9 designers to produce this? Symbols are meant to be easily recalled. This is not a symbol, it’s a bunch of brush strokes and elements of the Cadbury logo. As for Ogilvy, you guys should know better. I’m glad this is getting shamed and called out for what it is and it gets pulled.
WTF is this? surely a parody.
so many big no’s with this campaign.
1: The logo is not only incredibly ugly it’s impossible to recreate on your own without downloading it and give Cadbury a bunch of information about urself. Compare it to the peace symbol or Olympic logo (both stand for brining the world closer together)
2: The hashtag is far from unique. Search for it on Twitter or Instagram and you’ll find a couple of thousand brands and people uses it for different things. IOW impossible to follow it and identify with it.
3: The so called designers aren’t diverse at all. If you want to create a symbol that is for everyone should there be people from all genders, races and religions involved?
4: Connecting this to Christchurch. Needs no further explanation. It’s just a big NO NO!
5: Trying to win awards with this. I have no problem with agencies winning awards for good causes such as Graham etc. but when you’re doing it for a chocolate brand who just wants to sell chocolate by trying to make the world a better place?? I can’t see any connection to the brand whatsoever!
Personally I think you’re closer to a boycott than a lion!
90+ comments filled with hate! What’s wrong with you people?
Please Campaign Brief, close the comments function on this article. This is pure bullying!
If I was one of the creatives behind this campaign I would be in tears right now!
This is a lovely piece of work. Anyone who says that a campaign against racism and hate is bad is obviously is a horrible person!
I think the creatives and anyone else involved in this campaign should have their heads in their hands.
Because the 90+ comments aren’t personal attacks or trolling, or random acts of hatred.
Rather, they speak to this stinking, cynical piece of confected garbage.
So many people find this work – just the work – offensive as hell in its tokenism and desperate attempt to hitch itself to a cause.
This is exactly the sort of work that should be questioned and questioned hard.
Because this is the sort of work that gives this industry a bad name.
Not the annoying ads, not the rip-offs, not the unoriginal dirge that is so often the target of the malicious hordes on this site.
It’s exactly this sort of work, with accompanying press releases, that slaughters us.
And people should be calling it out and denouncing it as strongly as possible.
Heres an idea, Why don’t Ogilvy and Cadbury commit their next 12-month retainer or otherwise to this cause. No more ads, get this bullshit out of market, be transparent and nominate your “commitment” to a charity that might actually help the problem. Who knows, could actually make for a great award submission.
Why should this be shut down? It’s not bullying, they are called opinions. Although they contrast to yours it doesn’t mean they should be shut down. Give the term “bullying” a rest. You are wearing it out very quickly.
Campaign Brief trolls, trolling a campaign intended to combat trolls. Isn’t it ironic? Don’t you think?
Aside from knowing whether the creatives really believed in this or just got caught up in a client idea, I’d love to know how this symbol is meant to be used?
– Evil online troll makes a comment about Halal certification, then member of the public responds with this symbol and #forall.
Is that how it’s meant to work? That would be so confusing and lacks any meaning without the evil troll having seen the design process award case study. It just doesn’t make any sense at all.
All the negative commentary on social media about Cadbury relates to the company’s decision to be Halal certified. Cadbury and Ogilvy surely knows that Islam, like Christianity or Hinduism, is a religion, not a race. So the whole premise of this campaign being against racism and bullying is disingenuous, and no wonder most of the above comments about the campaign are negative.
Virtue signalling at its greatest. What an embarrassment for all those concerned.
said every ogilvy melbourne employee
1) Symbol that looks like it was designed by a committee.
2) jumping on the virtue-signaling bandwagon and will achieve absolutely zero
3) having the stupidity to PR the whole thing and actually expecting to be praised
4) did the agency charge for its time?
5) did Cadbury brief this project or was it an ‘agency initiative?’
6) did anyone involved in this outrageous load of rubbish put their hand in their pocket and donate a single cent of their own money?
I’m really torn about this campaign. I can see how everyone thought they were doing something great. I can see the conversations internally being, ‘if anyone can affect behavioural change, surely it’s a brand as big, universal and loved as Cadbury’. “It’s on brand, because everyone loves chocolate. If any brand can promote unity and love, surely it’s a universal chocolate brand like Cadbury’. This was already well into production before Christchurch. Yes, it was obviously quite poignant for everyone working on it that Christchurch happened right when it did. ‘We’re on the right track, the world needs a message like this’. Unfortunately, the very foundation of this campaign is flawed, because no one in their right mind is going to share – and this is nothing less – a corporate symbol that is doing nothing but promoting Cadbury chocolate. It won’t halt racism, it would just attach Cadbury to someone looking foolish for trying to halt racism. A brand just cannot be the one responsible for trying to turn the tide guys, sorry. Because people are inherently just promoting the brand, not the message. If the tide is ever going to turn, it’s going to have to be a grassroots campaign, just like #metoo. Do we think #metoo would have had the global, culturally-shifting effect it did if it had been created by Cadbury Milk Chocolate? There’s a glass and a half in every sexually harassed survivor? Absolutely not.
So while I feel for the creatives, the designers and Ogilvy Melbourne (I can only imagine the effort and work that went into this), and even Cadbury, for having a go and being completely ridiculed for it, at the end of the day, it really is just a brand creating another brand message. If this were going to work, it would have to have been executed completely underground, completely unbranded, funded by Cadbury, and it would have had to have come to light much later, that Cadbury had driven the initiative. That might have worked…? Otherwise… you just have another Kendal Jenner Pepsi campaign.
For the sake of all the people involved let’s move on. I think they know they’ve made a mistake. They tried to do something good but completely misjudged the impact and got it wrong.
Keep your head high Oglivy and prove everyone wrong with bigger and better work. I really hope you do.
Take a look in your own backyard Cadbury, if you really want to make a global change for good.
“The list is based on the specification for products sold in Australia. International brands may have different specifications in different countries – for example Cadbury’s Dairy Milk chocolate in the UK does contain palm oil”
It’s fitting that this whole idea is brought to life in the image of an anus surrounded by ‘odds and ends’.
This sucks. Put that in your case study.
You have your opinion. I have mine. Personally I think this is the best work Nic and Fran have done. Ignore the haters. You rock !!!!!
Wrong agency fool!
Race is a social(ist) construct. There is no such thing as racism.
You people are f*cked in the head.
Sorry guys but this is bad
Disgusting, that those suffering from Argyria Methemoglobinemia have not been represented.