From Fallon London, a new approach to promote a chocolate bar. They've launched a production house called "Glass and a half full production" that is ment to give voice to Cadbury Dairy Milk’s commitment to creating branded content.
The first Tv spots it's 90 seconds long and can be see online on the "production company" website's. Actually there isn't much more than the spot to watch, and this is the disappoiting side of the project. Yes, you can enter a contest and win tickets to Las Vegas, but this has no connection with the branded content mentioned before. So they've done something different for TV but they "forgot" to do something at least "expected" for the Web (I mean, a little bit of interactivity). What a pity.