These Valentine's chocolates carry special messages about toxic relationships

The One Love Foundation created #LoveBetter candies with TBWA

Published On
Feb 13, 2019

Editor's Pick

We all love a box of chocolates on Valentine's Day, but a new campaign from the One Love Foundation contains some candies that have some bitter aftertastes.

That's for a reason: the special-edition box of chocolates, which was conceived, designed and developed by TBWA\Chiat\Day New York alongside a team master of chocolatiers, contains eight confections created to spark conversations about positive and negative relationship experiences.

The different creations represent four healthy and four unhealthy relationship behaviors: Respect, Honesty, Equality, Independence, Sabotage, Obsession, Isolation and Manipulation. For example, "Respect" is a strong, dark chocolate decorated with gold saffron, representing the gold standard in a relationship; while "Manipulation" is a chocolate filled with hard, sticky caramel that takes control of your jaw and is hard to swallow, and "Jealousy" contains a bitter core.  

The box comes with a piece-by-piece insert to explain more about each behavior and its effects. One Love is also running a contest to give away a limited number of the boxes to winners (maybe a gift for a toxic partner?)

It's a follow-up to a campaign last year that turned traditional Valentine’s Day gifts on their head to illustrate common unhealthy behaviors, selling them in a New York Soho pop-up store





Feb 13, 2019
Client :
One Love
Agency :
TBWA/Chiat/Day-New York
Chief Creative Officer :
Chris Beresford-Hill
Executive Creative Director :
Al Merry
Head of Design :
Chris Rowson
Creative Director, Art :
Mike Blanch
Associate Creative Director, Copy :
Shannon Murphy
Senior Designer :
Alex Lumain
Senior Designer :
Robyn Makinson
Designer :
Gina Pido
Designer :
John Smith
Junior Designer :
Mert Avadya
Photographer :
Bonnie Wang
Studio Manager :
Von Harris
Head of Production :
John Doris
Executive Producer :
Tina Lam
Executive Producer :
Jen Vladimirsky
Senior Interactive Producer :
Steven Kreuch
Associate Producer :
Sean Riojas
Producer :
Sydney Richardson
Post Producer, RedSlash :
Pietra Cangialosi
Editor, RedSlash :
Neil Miller
Senior Cinematographer/Editor :
Jon Lynn
Creative/Producer, Social Content :
Andrew Nethery
Front End Developer/Animator :
Ekaterina Danilova
Director of Business Affairs :
Jennifer Bilyk
Business Affairs Manager :
Anne-Camille Charpié
Senior Talent Manager :
Eileen Sostre
Group Account Director :
Carrie Lipper
Account Director :
Mark Donohue
Account Manager :
Jeannine Yawn
Planning Director :
Jonathan Deves
Box Manufacturer :
Foxtone Packaging
Chocolate Developer :
Scoozi Events
Food Stylist :
Sugar Couture
Production Assistance :
Rebel & Rogue
Production Company :
Director :
Camilla Belle
Director of Photography :
Nico Aguilar
Executive Producer :
Greg Jones
Executive Producer :
Desiree Laufasa
Line Producer :
Anna Shkolnikov
Production Coordinator :
Spencer LeClaire
Color :
Colorist :
Parker Jarvie
Vice President/Short Form :
Ashley McKim
Director of Production/Short Form :
Tom Gehring
Music :
Massive Music
Audio :
Mr. Bronx Audio Post
Mixer/Sound Designer :
Eric Hoffman
Executive Producer :
Molly Burke
Website Development :
Michael Tardif
Chief Technical Officer :
Abu Zakaria
Chief Executive Officer :
Katie Hood
Managing Director, Marketing & Communications :
Monica Rowe
Senior Manager, Content & Communications :
Serena Sidawi
Digital & Content Coordinator :
Jalesa Tucker

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