Cadbury wanted to celebrate all the wonderful small generous acts that are happening every single day, behind front doors across the UK.

The result is 'This doesn’t need to end', a film made by VCCP and Clouded Vision. Working together they created a spot that highlights the generous acts we are currently seeing in society, and championing that we retain these generous behaviours once we're out of lockdown. The footage was all captured by Clouded Vision's nine DOPs, filming in their own homes and with their families during lockdown, gathering the real-life stories shared in the film.

The 90 second film reminding the world that 'there's a glass and a half in everyone' launched during Gogglebox on 1st May and is supported by a social media campaign. All media was handled by Carat. The film will be available afterwards to watch on Cadbury’s own social channels.