What's better than a giant box of chocolates? How about a giant box of chocolates that keeps on giving?

That's the idea behind Godiva's distinctive new offering, which turns the chocolatier's signature gold packaging into candyland's version of a nesting doll. When customers open it, they'll find two different boxes, one which they keep for themselves and another they can pass on to a loved one.

It turns out, however, that the box that gets gifted encloses the same dual packaging -- and so on, and so on -- so receivers can experience the gift of giving too. The idea is illustrated in the charming stop motion video above.

The film and the packaging idea itself were created out of McCann New York. "The brief we got from Godiva was to make the brand synonymous with generosity at the holidays," said McCann New York Co-CCO Tom Murphy. "So we created advertising designed to do that. But we thought there was also an opportunity to do something more than ads -- to actually encourage acts of generosity. That's where our team came up with this idea of a box that keeps giving, a really simple way to literally, and physically, inspire people to be generous -- to 'chocolate it forward' if you will. They were inspired by those nesting Russian dolls -- where every doll holds a smaller doll."

Creating a new package design presented some unique production challenges. "Towards the beginning we realized that the actual construction of the box was like the plot of 'Inception,'" Mr. Murphy said. "We had art directors on one side of the room making diagrams, and copywriters on the other doing long division. There were also extensive guidelines about food handling -- we are now officially experts in packaging for perishable goods!"

The special edition box will be available at 20 key stores across the U.S. for the holidays, where it will be given away by staffers to customers -- adding to the campaign idea of "generosity" -- this time, coming from the brand. The plan is to bring back the idea in the future as an actual product for sale.

Godiva held a launch event for the "giving box" during the Rockefeller Center tree lighting ceremony on November 30.