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Top 6: April 26th 2023

Le Chocolat des Français: The Island

Top 6: April 26th 2023
“Too beautiful to be open” :Le Chocolat des Français’s new advertising campaign to promote its chocolate bars unique design. Le Chocolat des Français is known for its chocolate quality but also for the unique design of its bars. Since the beginning, the brand conceived each packaging as a masterpiece, using artists’ talent. So beautiful bars, that some of consumers do not dare to open them and keep them as decoration. Playing with this original and exclusive brand use, TBWAParis agency created “Too beautiful to be open”, a new campaign with 4 visuals to prove with humor that packaging is so beautiful that we prefer starving rather than open it. An advertising campaign built on the contrast between the happy brand universe and darker situations where characters prefer to die of hunger rather than eating their bars. This advertising campaign has been designed in collaboration with talented illustrators Ionomycin, Sylvain Escallon and Tim McDonagh, according to the brand DNA.
Credits Other credits

Client : Paul-Henri Masson, Matthieu Escande


Head of Account : Chloé Loison

Art Buyer : Elise Kubler

3D Lead : Younes Chekouh


The Island : Tim McDonagh (Packaging illustration by Rob Hodgson)

The Plane : Sylvain Escallon (Packaging illustration by Hubert Poirot-Bourdain)

The Grocery : Ionomycin (Packaging Illustration by Aurore Carric)

The Mars Base : Sylvain Escallon (Packaging Illustration by Joel Burden)

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