Kraft’s Lacta chocolate bar has been heralding a message of love for nearly the past decade. This year it was decided to put the love story writing into the hand of the Greeks, who were called to submit their own true love stories and join us in turning one of them into a movie, for everyone to see. A total of 1.307 love stories were submitted and after intense deliberation, the winning story was transformed into a script by one of Greece's top screenwriters. During preproduction of the film, consumers voted online for the lead roles in the film, the names of the protagonists and even the clothes that actors would wear. Some fans were even recruited to serve as extras on the shoots. When shooting started, fans were able to keep up with the production via the official blog, a Facebook page and a Twitter account. Detailed reports were posted on a daily basis on YouTube and Flickr. On Valentine’s day the 25’ film premiered both online and on Greece's top TV channel, with great success.