The One Love Foundation is a nonprofit on a mission to end intimate partner violence. They asked TBWA\Chiat\Day New York to create a campaign for Valentine’s Day that would start a conversation about the differences between healthy and unhealthy relationships.
Our idea was to turn the most traditional and least inspiring Valentine’s Day gift — a box of chocolates — into an unexpected lesson in love.
👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR
👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR 👍 Ad Age Editor's Pick ⚡ Covered by InStyle and POPSUGAR
Executive Creative Director Al Merry and my partner Mike Blanch and I spent two months working with a chocolatier to create eight original flavors inspired by healthy and unhealthy behaviors.
The flavors that represented good behaviors tasted delicious; the flavors that represented bad behaviors tasted intentionally unpleasant.
Our design team, headed by Senior Designer Alex Lumain, created custom eight-piece chocolate boxes, and I worked with Alex to make a flavor guide that led people through the experience.
One Love gave away the limited-edition boxes to their social followers on Valentine’s Day.
To tease the campaign and drive traffic to the contest, we made :15 ads that played on TV and in preroll and paid social posts.
Our campaign generated over 93 million PR impressions, 34 million digital ad impressions and 4 million social media impressions.
One Love’s celebrity spokesperson, Camilla Belle, went on morning shows and did taste tests. In what was perhaps our strongest endorsement, one of our flavors – “Sabotage” – made an anchor do a spit-take on live TV. If that’s not success, I don’t know what is.
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PRESS & HONORS
InStyle, “Is Your Relationship Emotionally Unhealthy? Here Are the Signs”
PopSugar, “This Isn't Just a Normal Box of Candy — It Teaches a Lesson About Toxic Relationships”
Little Black Book, “Can These Chocolates Teach You How To Love Better?”
MusebyCl.io, “This Unusual Box of Chocolates Asks What Kind of Love Is and Isn't Healthy”
Campaign, “TBWA shows how love is like a box of chocolates”
Ad Age Creativity Editor’s Pick
LOVE BETTER CHOCOLATES
The One Love Foundation · TBWA\Chiat\Day NY
Associate Creative Director, Writer
Shannon Murphy
Creative Director, Art
Mike Blanch
Executive Creative Director
Al Merry
Lead Designer
Alex Lumain
Photographer
Bonnie Wang
Producers
Tina Lam, Steven Kreuch
Head of Production
John Doris
Chief Creative Officer
Chris Beresford-Hill
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