These Valentine's chocolates carry special messages about toxic relationships
The One Love Foundation created #LoveBetter candies with TBWA
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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