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.

2023 One Show - Social Media

Spice up your Valentine's Day

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

Client Le Chocolat des Français


Innovation & Transformation / Innovation in Social Media

Annual ID


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




TBWA\Paris / Boulogne-Billancourt

Art Director

Olivier Mularski


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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