Cadbury Dairy Milk Chocolate has a long history of bringing joy. In this campaign, we highlighted how Cadbury can help people break out and release the joy inside them, even in the most disciplined of environments. It’s the equivalent of a drill sergeant cutting his squad a break, or a strict boarding school nun letting the girls she’s just caught bunking get off scot-free. When our stern teacher is given the chance to teach his pupils a lesson – he teaches them to let loose. Soon the whole class is laughing, dancing and thoroughly enjoying themselves… multiplying the joy for all who see it.