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In a move away from its previous "Glass and a Half Full Productions" work, Cadbury Dairy Milk is launching a new long-term communications platform called Joyville, created by Fallon.

Joyville is being positioned as a magical place where Dairy Milk is made.A TV spot, which airs from 3 February, promotes a new product, Cadbury Dairy Milk Bubbly.

The ad is part of a £6 million campaign including TV, outdoor, PR, experiential and digital. As part of the campaign, Cadbury installed a musical chocolate fountain in London’s Westfield shopping centre, Bullring Birmingham and the Trafford Centre in Manchester.

The work was created by Chris Bovill and John Allison, and directed by Tom Kuntz through MJZ.