Ogilvy Singapore and Ogilvy Malaysia teamed up with Cadbury and KitaJaga.co (Terato Tech) on a campaign that drives home the brand's purpose of generosity. After a year of lockdowns in Malaysia, thousands of low-income families started flying white flags outside their homes as a cry for help, signalling that they have run out of work, money, and food. Cadbury responded by creating flags in its iconic shade of purple for those who wanted to help. Distributed in affluent neighbourhoods, people could put up a purple flag to indicate that they have excess food and supplies that they could share with others. Donations were then collected from homes with purple flags and passed on to families flying white flags.