Chocolat des Français is a chocolate brand known for its illustrated, colorful, creative packaging with references to popular French culture. Each chocolate bar is a small work of art created by a different artist. So much so that many customers buy Chocolat des Français bars solely for their design, never daring to open them, and keep them as a decorative object for their home. The brief wanted to highlight this original and exclusive use of the brand. Who else but Chocolat des Français can boast about having such beautiful packaging that we would rather die of hunger than open it?

Each visual mixes two illustrations: those of the original Chocolat des Français bars and those of the dramatic scenes in which the bars were included. All the Chocolat des Français bars featured in the visuals are existing bars that respect the brand's DNA (pop, colorful, joyful, referring to France). The cheerfulness of the bars contrasts with the dark realism and the featured characters’ situations who chose to starve rather than open their collector's bar. To stick to the brand's DNA, which likes to have its bars drawn by different artists, the visuals of the campaign were created by various artists, all with a personal dark style that contrasts with the naivety of the illustrations on the bars.

The impact was immediate. The brand's DNA is to create bars with pop, colorful, and very joyful packaging. Inserting their bars into darker universes immediately caught the eye of both fans and new followers. Following the campaign, Chocolat des Français noticed that the bars featured in the visuals were often purchased in duplicate: one to be savored, the other to be preserved. The campaign was a huge success!