1 year ago
Ahead of Valentine’s Day on Thursday, The One Love Foundation and TBWA\Chiat\Day NY have teamed up to launch the second instalment of #LoveBetter, an important campaign designed to encourage conversation on the differences between healthy and unhealthy relationships.
This year’s campaign transforms the king of all Valentine’s treats – the box of chocolates – into a provocative educational experience on how to #LoveBetter.
This special-edition box of chocolates, conceived, designed and developed by TBWA\Chiat\Day alongside a team master chocolatiers, contains eight custom confections created to spark conversations about positive and negative relationship experiences, all made from scratch. The pieces represent four healthy and four unhealthy relationship behaviours: Respect, Honesty, Equality, Independence, Sabotage, Obsession, Isolation and Manipulation. The box is accompanied by a piece-by-piece insert to explain more about each behaviour and its effects.
For example, Respect is brought to life as a strong, dark chocolate decorated with gold saffron, representing the gold standard in a relationship; Manipulation is a chocolate filled with hard, sticky caramel that takes control of your jaw and is hard to swallow.
For those who want to taste the chocolates for themselves, One Love is also running a contest to give away a limited number of the boxes to lucky winners.
The special-edition One Love chocolates follows last year’s successful SoHo pop-up gift shop that turned traditional Valentine’s Day gifts on their head to illustrate common unhealthy behaviours.
Executive Producer: James Wells
Music Production: Human Worldwide
Senior Producer: Craig Caniglia
Audio Mix: Eric Hoffman
Audio Post Company: Bronx Audio
Executive Producer: Molly Burke
Colourist: Parker Jarvie
Colourist Company: Company3
Director: Camilla Belle
DOP: Nico Aguilar
Executive Producer: Greg Jones, Desiree Laufasa
Line Producer: Anna Shkolnikov
Production Company: Ruckus
Production coordinator: Spencer LeClaire
Account Director: Mark Donohue
Account Management: Jeannine Yawn
Associate Creative Director: Shannon Murphy
Associate Producer: Sean Riojas
Business Affairs Manager: Anne-Camille Charpie
Chief Creative Officer: Chris Beresford-Hill
Creative Agency: TBWA\Chiat\Day New York
Creative Director: Mike Blanch
Designer: Gina Pido, John Smith
Director of Business Affairs: Jennifer Bilyk
Editor: Neil Miller, Jon Lynn
Executive Creative Director: Al Merry
Executive Producer: Tina Lam, Jen Vladimirsky
Front End Developer: Ekaterina Danilova
Group Account Directors: Carrie Lipper
Head of Design: Chris Rowson
Head of Production: John Doris
Junior Designer: Mert Avadya
Photographer: Bonnie Wang
Planning Director: Jonathan Deves
Post-production: Pietra Cangialosi
Producer: Sydney Richardson
Senior Designer: Alex Lumain, Robyn Makinson
Senior Interactive Producer: Steven Kreuch
Social Content Director: Andrew Nethery
Studio Manager: Von Harris
Genres: People, Dialogue
Categories: Food, ConfectioneryTBWA\Chiat\Day NY, 1 year ago