Toblerone Design & Branding TOBLERONE BLOCKS by Leagas Delaney Shanghai

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Industry Chocolate
Media Design & Branding
Market China
Agency Leagas Delaney Shanghai
Art Director Ling Meng
Copywriter Lee Man Kit, Ryan Falch
Designer Mike Tay, Tianli Liu, Ling Meng, Leehom, Rowan Tang
Photographer Adams Fan
Typographer Zhanglei, Ling Meng, Kevinlee
Editor Kevin Lee, Tanli Liu
Released September 2011

Credits & Description

Category: Online Digital Design
Advertiser: KRAFT
Creative Director: Kevin Lee/Adams Fan (Leagas Delaney Shanghai)
Art Director: Zhanglei/Kevin Lee/Mike Tay/Ling Meng (Leagas Delaney Shanghai)
Copywriter: Adams Fan/Ryan Falch/Kit (Leagas Delaney Shanghai)
Designer: Ling Meng/Zhanglei/Kevin Lee/Leehom/Tianli Liu/Rowan Tang/Mike Tay (Leagas Delaney Shanghai)
Typographer: Kevinlee/Zhanglei/Ling Meng (Leagas Delaney Shanghai)
Photographer: Adams Fan/Kevin Lee (Leagas Delaney Shanghai)
Illustrator: (Shanghai Institute Of Visual Art)
Programmer: David He (Avenit Software Shanghai)
Agency Producer: Lydia Liu (Leagas Delaney Shanghai)
Production House: (Meethepeople)
Production House Producer: Gerald Lee (Meethepeople)
Editor: Tanli Liu/Kevin Lee (Leagas Delaney Shanghai)
Motion Graphics: Tanli Liu (Leagas Delaney Shanghai)
Director Of Photography: Jeep Chow/Liew Xi (Meethepeople)
Print Producer: Gerald Lee (Meethepeople)
Account Servicing: Jacob Johansen/Edward Dai (Leagas Delaney Shanghai)
Media placement: Website - Website - Sept.2011
Media placement: In Store - In Store - Sept.2011

Describe the brief from the client
In China, most people buy 1 Toblerone bar per purchase. And mostly as gifts. However, we were greedy. We wanted them to buy hundreds.

Describe the challenges and key objectives
In order to do that, we had to be as charming as possible. We devised a clever plan. We asked people to use our distinctive shape and create anything their heart desired. They built their designs on our website. We then built the real thing. Once we were finished, they could buy their designs from our online store.

Describe how you arrived at the final design
We launched the campaign by placing our sculptures in retail stores and art galleries. People were then driven to our website where they created their own designs. Next, people had the option of buying their designs in our online store.

Give some indication of how successful the outcome was in the market
This was the first advertising campaign that Toblerone had done in China. We delivered to 54,000 customers and sold more than 400,000 bars of Toblerone. The campaign may be launched globally.