It’s a busy time of year, so Cadbury Dairy Milk used an experiential surprise to drive home a feeling of love, togetherness and connection.

Last week, the brand set up a traditional British phone booth, painted in its iconic purple colour, outside of Toronto’s busy and pedestrian-heavy Trinity Bellwoods Park. The message at the top? “Call your mum.” “Call your dad.”

And call their parents, the passers-by did. Some even called their grandparents. With the stunt filmed and turned into a creative campaign by Ogilvy Canada, amplified on digital and social by media agency Vayner, the brand shared heartwarming stories of people calling their relatives to make Christmas plans, tell them about new relationships and just say “I love you.”

After hanging up the phone, the people were rewarded with a free mini Dairy Milk. The brand says this activation is in lieu of a broader holiday campaign with original creative, in order to showcase a more consumer-led message.