In celebration of LGBTQ+ History Month this October, OREO is building on the #ProudParent platform and its partnership with PFLAG National by debuting this film, titled Proud Parent, and releasing first-of-their-kind Limited Edition #ProudParent OREO Rainbow Cookies to reward acts of allyship for the LGBTQ+ community.
OREO and PFLAG’s Proud Parent platform is a long-term campaign that shines a light on the importance of a supportive family in fostering greater LGBTQ+ acceptance.
The film tell the story of love, family ties and celebrating authenticity while championing the notion that a loving world starts with a loving home. “Proud Parent” shows the love between Jen and Amy, exploring parent-child relationships and the challenges of bringing a partner home for the first time. This film highlights the true importance of family love, support, and affirmation.
Many members of the LGBTQ+ community were engaged throughout every step of the film process, including the lead actors who are a couple in real life and transgender cinematographer Bianca Cline.
Credits
Client Mondelez/Oreo, PFLAG National Agency 360i Menno Kluin, chief creative officer; Piper Hickman, Michael Schachtner, executive creative directors; Jenna Zink, Michael Palma, associate creative directors; Kushal Birari, art director; Lee Koppel, jr. copywriter; Brian Gartside, design director; Sophia DelPlato, sr. designer; Luis Valencia, jr. designer; Kelly Bray, associate content director-motion designer; Carissa Ranelycke, head of production; Carly Salaman, executive producer; Jessica Ryle, associate producer; Raig Adolfo, chief strategy officer; Maggie Walsh, strategy director; Michael LaVallee, associate strategist; Kristin Maverick, VP social & influencer; Eden Lipke, sr. social strategist; Sage Stargrove, social strategist; Dahlia Dandashi, social marketing manager. Production Sanctuary Films Cole Webley, director; Preston Lee, founder/exec producer; Chris Cho, line producer; Bianca Cline, DP; Jonas Sappington, production designer. Postproduction PS260 Editorial Mah Ferraz, editor; Caroline Yost, assistant editor; Rana Martin, exec producer; Evann Payne, sr. producer; Margaret Yang, VFX/Flame; Anthony Augusta, Flame assistant; Natalie Raffaele, finishing producer. Music by Found Objects Trevor Gureckis,Jay Wadley, executive creative directors; Ben Marshall, creative director; Adam Weiss, composer; Jennie Armon, Matt Nelson, exec producers; Nick Chomowicz, producer; Agatha Lee, music coordinator. Audio Post Screaming Penguin Rob Fielack, mixer. Color MPC Ricky Gausis, colorist.
Directed by Steve Rogers via Biscuit Filmworks for agency VCCP London, this spot titled “Memory” opens with a daughter visiting her father at his home, a bar of Cadbury Wholenut chocolate in hand. Her father, living with dementia, smiles at the sight of the chocolate, recognizing it as a gift his daughter has bought him since she was a child. In this moment, he doesn’t recognize her as his daughter. Instead, he begins to tell her how this ritual gifting always makes his wife laugh because, as he proudly reveals, he’s always hated nuts.
The daughter can’t help but laugh, touched by the idea that her father has kept this secret for so long. As he looks at her earnestly, he asks her not to tell his “daughter”--meaning her--about the secret, because “it makes her so happy.” The daughter responds softly. “It does.” She recognizes the quiet generosity of her father’s long-held secret, something he’s kept hidden from her all these years, despite not always remembering who she is.
Cadbury is committed to telling inclusive stories rooted in human truths that are representative of the U.K. To ensure the story’s accurate portrayal of people living with dementia, Cadbury consulted with specialists throughout the development of the film.
Cadbury has extended its partnership with Alzheimer’s Research UK, the UK’s leading dementia research charity, into 2025. The two organizations first joined together in 2024 to celebrate the role of Cadbury in the nation’s shared memories and to support the charity’s mission for a cure for dementia.
“Memory” was brought to life with the help of VCCP’s global content production studio Girl&Bear. The film will run across the U.K. throughout 2025, appearing on TV, VOD,... Read More
