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

 

 

 

Credits

Date
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:
Ruckus
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:
Company3
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:
Sourcetop
CEO:
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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