Description
To reinforce Cadbury Silk’s positioning under ‘Say it with Silk’ as the most heartfelt way to express love during Valentine’s Day, while making the brand culturally relevant to Gen Z who is increasingly relying on AI for communication in their relationships. At the heart of this communication lie the characters of the film. The casting of these characters went beyond finding young, good looking people. While ability to perform and emote was key, a lot of painstaking effort went into matching and assigning the right personality to each of the characters in the film in a way that felt natural, believable and engaging. The result was a beautiful tapestry of young faces and personalities that worked perfectly for the story and the brand. Key objectives that were met: Create memorable young characters that the audience could associate with. Overachieve on brand metrics Improve brand health Create short term sales growth
