The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Print

Only keep the best of France

Agency TBWA\Paris / Boulogne-Billancourt + \Else / Boulogne-Bilancourt

Client Le chocolat des Français


Posters / Series

Annual ID


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.

2022 Awards

Total Points: 45



TBWA\Paris / Boulogne-Billancourt

Post Production Company

\Else / Boulogne-Bilancourt

Art Director

Olivier Mularski


David Philip

Executive Creative Director

Benjamin Marchal
Faustin Claverie

Account Director

Chloé Loison

3D Illustrator

Clément Choblet
David Locard
Younes Chekouh


Matthieu Escande
Paul-Henri Masson

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