Photo source: LBB
A young girl explores the world as if she is setting the rules for the day herself. She looks around, tries things out, changes direction and, most importantly for the story, eats her Dairylea Dunkers exactly the way she wants. Only towards the end of the film does it become clear that her independent adventure has not been entirely unsupervised. Her mother has been with her all along.
That small difference between freedom and security is at the heart of a new campaign from Dairylea, which introduced A World of Their Own for its Dairylea Dunkers snack at the beginning of August.
The campaign was developed by agency VCCP as the latest chapter in the Set Them Free with Dairylea communications platform. This time, the idea does not focus on major milestones of growing up, but on much smaller decisions that give children a sense that something truly belongs to them, even if it is simply the way they choose to eat their snack.
The central 30-second film turns that feeling into an imagined world in which each of the girl’s decisions expands the space for exploration. She experiments with the Dunkers, dips them her own way and moves through the day as though something new is constantly opening up in front of her. She joins the final two pieces together with the remaining cheese, after which the film shifts perspective and reveals that her mother has been following her adventure all along.
The film was produced by VCCP’s Girl&Bear Studios and directed by Belfield Brothers. The creative idea was developed by Kenneth Abalos and Samuel Adio under the direction of creative director Caroline Rawlings.
According to Nicole Partridge, senior brand manager at Mondelēz, Dairylea Dunkers is a product that can naturally be eaten in different ways, so the campaign connected that characteristic with the confidence children build when they are given space to make simple decisions for themselves.
VCCP further connected the idea with the parental instinct to supervise every step a child takes. That is why the film does not portray an absent parent, but a mother who is close enough to be present without being so close that she determines every move.
A World of Their Own will run in the United Kingdom and Ireland until the end of September across television, BVOD, online video, YouTube and social media. And the entire story comes down to one very small choice: how much cheese to take and which side to start with.
