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.
Category
Innovation & Transformation / Innovation in Social Media
Annual ID
OS23_SM118M
About the Work
Le Chocolat des Français is a brand known for its illustrated and creative packaging. For Valentine's Day 2022, the brand created chocolate using ginger, renowned as an aphrodisiac. Ideal to reawaken the libido of couples who have fallen into routine.
The brief was simple: create packaging and a campaign that’s colourful, fun and sexy. Problem was, every time the brand has created daring packaging for Valentine's Day, the algorithms of Facebook and Instagram have suspended the posts that promote the tabs, because they were deemed too sexy for their policy. Which automatically lowered online sales. So how to promote naughty packaging on social networks without being censored? By cheating the innocence of social media algorithms. Five illustrators created five packs with naughty visuals. To avoid censorship by social networks, the visuals use everyday objects that become sexually ambiguous. Illustrations where only the human eye can see the ambiguity.
2023 Awards
Total Points: 3
Merit
Credits
Agency
TBWA\Paris / Boulogne-Billancourt
Art Director
Olivier Mularski
Copywriter
David Philip
Chief Creative Officer
Benjamin Marchal
Faustin Claverie
3D Graphic Designer
Thomas Milvaux
Account management
Chloé Loison
Stéphanie Caude
Advertiser Management
Matthieu Escande
Paul-Henri Masson
Agency In-House Production
\ELSE / Boulogne-Billancourt
Director & graphic supervisor
Nicolas Duval
Head of 3D
Younes Chekouh
Music & Sound Production
\ELSE / Boulogne-Billancourt
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