Mondelēz International reached out with an exciting project and tasked us with making a short film series around their brand pillars; Love Brands, Courageous Challenges, and True Colours. We immediately got to work crafting a story of five Mondelēz International employees from around the world, who have a deep, meaningful memory attached to a Mondelēz International product that was forged as a child.

The idea is a play on the legend of “The Red Thread”. In the legend, thanks to the Gods, everyone’s little finger is tied to an invisible red string that will lead him or her to another person to which the other end is tied and with whom they have an important story.

In our films, Mondelēz International is this red thread (or a branded “purple” thread), weaving together these individuals who find their home at Mondelēz International, building the brands and creating more memories for all of us as consumers.

Across all three films we follow five characters, from five countries, shown at two moments in their lives; their childhood and later on in life as a Mondelēz International employee.

The purpose of this story is to appeal to people form all around the world to make the connection between local brands and their own personal experiences with them. Mondelēz International brands are among some of the most enjoyed snacks in the world, so we found this to be very effective!

It was all about those small memorable moments, a snapshot in time, and how they are remembered through the treats that we all love.

These videos went on to form the foundations of a very successful employer branding campaign and were utilised all around the world. They connected extremely well with the audience and The Purple Thread is a flagship production for RBM that we are very proud of.