Lacta 5Star is a new Mondelez chocolate brand in Brazil. And with not such a big media budget, we had the challenge to create an appealing campaign that also made the brand's target audience (18-25 Brazilians) talk about the product. In a market where candy ads are generally lighthearted, the deliciously and bloody chocolate ads broke interaction records on the brand's social networks and made Brazilians talk about a chocolate ad like they haven't done in a while.

Full of moments of pure anarchy and dark humor, these spots were done in CG animation, with the greatest care taken to reproduce the natural textures of chocolate and other ingredients. The biggest challenge was in portraying the exact look and feel of the biscuit bits: we looked at 5Star print ads for reference and ended up photographing the actual product with macro lenses, in order to capture the true essence of their crunchiness. This attention to detail ensured that everything in this world of chocolate had all the appetite appeal of the real thing.