THE GENEROUS STORE by Robert/Boisen & Like-minded for Anthon Berg

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THE GENEROUS STORE

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Industry Chocolate, Business equipment & services, Corporate Image
Media Print, Magazine & Newspaper
Market Denmark
Agency Robert/Boisen & Like-minded
Director Niels Nørløv
Creative Director Michael Macmillan, Robert Morgan
Art Director Mark Rif Torbensen, René Sohn Kammersgaard, Anders Kure
Producer Emilie Brandt, Christina Bostofte Erritzøe
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Viral Marketing Bronze

Credits & Description

Type of entry: Viral Advertising
Category: Viral Marketing
Advertiser: TOMS GRUPPEN
Product/Service: ANTHON BERG
Agency: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Advertiser TOMS GRUPPEN
Product ANTHON BERG
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Type of Entry: Viral Advertising
Category: Viral Marketing
Title: THE GENEROUS STORE
Advertiser/Client: TOMS GRUPPEN
Product/Service: ANTHON BERG
Entrant Company: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
DM/Advertising Agency: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Creative Director: Michael Robert (Robert/Boisen & Like-minded)
Strategist: Søren Christensen (Robert/Boisen & Like-minded)
Art Director: Mark Rif Torbensen (Robert/Boisen & Like-minded)
Art Director: René Sohn Kammersgaard (Robert/Boisen & Like-minded)
Art Director: Anders Kure (Robert/Boisen & Like-minded)
Digital Director: Mathias Birkvad (Robert/Boisen & Like-minded)
Account Manager: Martin Hörrmann (Robert/Boisen & Like-minded)
Graphic Designer: Morten Grundsøe (Robert/Boisen & Like-minded)
Graphic Designer: Peter Vojnovic (Robert/Boisen & Like-minded)
Director: Niels Nørløv (Gobsmack)
Producer: Emilie Brandt (Gobsmack)
Producer: Christina Erritzøe (Gobsmack)
Digital Producer: Jorge Hernandez (Molamil)
Digital Producer: Ramiro Espada (Molamil)
Brief Explanation
The Generous Store. No cash or credit cards, just good deeds.
To reconnect their brand with generosity and inspire people to see the positive effects of being generous Danish chocolate brand Anthon Berg opened the world's first chocolate store where you couldn't pay with cash or credit cards, just good deeds. The pop-up store was only open for a day and had people queuing up for one and a half hours to make generous promises towards a friend or loved one on Facebook for a box of chocolate.