Cadbury wanted to celebrate a unique moment: their 100th anniversary in Australia. This was an epic story told through a special collector's series of chocolate, with unique packs that summarised how Cadbury's chocolate brought Australia together in every decade since 1922.
We worked with the creative team at Bulletproof to tell these stories in a succinct, yet iconic style, writing for packs and gifting touchpoints. The style was unmistakably Cadbury – a brand that Modern Copy is proud to have worked on several times over the past 10 years – but written to resonate with a proud Aussie audience.
The results were awarded a Bronze at the 2022 Pentawards.