Who doesn’t know and love (envy) the ‘Gorilla’ spot from Cadbury’s Glass and a Half Full Productions campaign?

It’s surely one of the best examples of a brand that has been reinvigorated by doing things differently.  Cadbury (with the help of Fallon London) boldly stepped beyond persuasion and product benefit to pursue brand fame with content that doesn’t talk about the brand experience, but is the brand experience.

This video case study from the IPA is a masterclass in brand development from start to finish.  It’s also a brilliant example of brave creativity delivering outstanding business results.  Twenty minutes. Worth. Every. Second.