The One Show
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Category
Magazine / Series
Annual ID
OS22_PT003G
About the Work
“Le chocolat des Français” manufactures natural and handcrafted chocolate bars 100% made in France. To break barriers of traditional chocolate, the brand adopted a bold and unconventional choice of colours; as well as funny and provoking illustrations of France. From its creation, it deliberately chose to move away from market standards by collaborating with more than 500 artists, releasing more than 1000 different bars.
The challenge was to create seven new bars and promote them to our main target: tourists who visit France. We play on positive and negative clichés tourists have about France and invite them to only keep the best of France: “Le Chocolat des Français” and the positive symbols illustrated on its bars. Seven different illustrators, seven different styles with one common denominator: playful and gutsy treatment with a colorful palette, to create positive packaging that contrast with a negative background.
The challenge was to create seven new bars and promote them to our main target: tourists who visit France. We play on positive and negative clichés tourists have about France and invite them to only keep the best of France: “Le Chocolat des Français” and the positive symbols illustrated on its bars. Seven different illustrators, seven different styles with one common denominator: playful and gutsy treatment with a colorful palette, to create positive packaging that contrast with a negative background.
2022 Awards
Total Points: 45
Gold Pencil
Credits
Agency
TBWA\Paris / Boulogne-Billancourt
Post Production Company
\Else / Boulogne-Bilancourt
Art Director
Olivier Mularski
Copywriter
David Philip
Executive Creative Director
Benjamin Marchal
Faustin Claverie
Illustrator
Beatrix de Gevigney
Charlotte Molas
Clément Soulmagnon
Hubert Poirot Bourdain
Laurene Boglio
Leonie Despres
Simon Bournel-Bosson
Account Director
Chloé Loison
3D Illustrator
Clément Choblet
David Locard
Younes Chekouh
Co-founder
Matthieu Escande
Paul-Henri Masson
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