Description
The objective of this film was to reinforce Cadbury Silk’s positioning as the most heartfelt way to express love during Valentine’s Day, while making the brand culturally relevant to a generation (specifically Gen Z) that are increasingly relying on AI for communication in their relationships. The soul of this film lies in the song that was used as the background score. The track, “Us” by Regina Spektor has a timeless beauty to it. While the soulful melody adds to the mood, the relevance of the lyrics that touch upon private love vs public perception of it, is so appropriate for the world that the film’s young characters and the audience inhabit. There probably could not be a more fitting and evocative track that lifted the film and message, in keeping with the brand’s positioning.
