Celebrating its 200th anniversary, Cadbury has teamed up with illustrator Russel Abrahams, also known as Yay Abe, to create three illustrations that depict heartwarming Means moments shared with Cadbury chocolates. These illustrations will be featured on limited-edition T-shirts, adding a touch to the brand’s milestone celebration.
Yay Abe, reflecting on his childhood memories of savouring Cadbury chocolate, expressed his delight in being part of the brand’s anniversary festivities. As a fan of Cadbury since his early days, he feels honoured to contribute to this special occasion.
READ MORE: Kalashnikovv Gallery Opens In Cape Town On Loop Street
Lara Sidersky, Mondelez International Category Lead for Chocolate in sub-Saharan Africa, expressed excitement about the collaboration with Yay Abe studio. She praised Abraham’s talent in illustrating human connections, generosity and joy aligning perfectly with Cadbury’s mission of creating moments that bring people together.
Speaking about his inspiration, Yay Abe shared how his nostalgic memories of enjoying Cadbury with his family influenced his artwork. He recalled the tradition of sharing Cadbury Top Deck chocolate with his parents every night, emphasising Cadbury’s significant impact on his life.
This personal connection made the collaboration with Cadbury more meaningful to him, and he hopes his illustrations evoke joy and nostalgia among South Africans.
READ MORE: Adidas x Sporty & Rich To Release New Handball Spezial Colours
In his second artwork, Yay Abe aimed to illustrate relatable moments in a colourful graphic. From birthday celebrations to joyful gatherings and shared victories, the artwork showcases Cadbury at the center of these memorable experiences.
By incorporating a mix of scenarios into his design, Yay Abe intended for people to connect with the moments that resonate with their own lives and memories, creating a sense of familiarity and connection through his art.
