Objective: Communicate the following equation: milk + real chocolate = chocolate milk. Target group: Quebec teenagers, 12 to 16 years old.

Synopsis: The TV and print campaign focused on the mysterious disappearance of chocolate animals and showed the address for a website. The site presented the sad life of the missing chocolates and invited the internet user to take part in the slaying of the victims. Within weeks, more than 35,000 chocolate animals had been virtually slaughtered.