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Can These Chocolates Teach You How to Love Better?

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TBWA\Chiat\Day NY launches special edition chocolates representing four healthy and four unhealthy relationship behaviours

Can These Chocolates Teach You How to Love Better?

Ahead of Valentine’s Day on Thursday, The One Love Foundation and TBWA\Chiat\Day NY have teamed up to launch the second instalment of #LoveBetter, an important campaign designed to encourage conversation on the differences between healthy and unhealthy relationships.

This year’s campaign transforms the king of all Valentine’s treats – the box of chocolates – into a provocative educational experience on how to #LoveBetter.

This special-edition box of chocolates, conceived, designed and developed by TBWA\Chiat\Day alongside a team master chocolatiers, contains eight custom confections created to spark conversations about positive and negative relationship experiences, all made from scratch. The pieces represent four healthy and four unhealthy relationship behaviours: Respect, Honesty, Equality, Independence, Sabotage, Obsession, Isolation and Manipulation. The box is accompanied by a piece-by-piece insert to explain more about each behaviour and its effects.

For example, Respect is brought to life as a strong, dark chocolate decorated with gold saffron, representing the gold standard in a relationship; Manipulation is a chocolate filled with hard, sticky caramel that takes control of your jaw and is hard to swallow. 

For those who want to taste the chocolates for themselves, One Love is also running a contest to give away a limited number of the boxes to lucky winners. 

The special-edition One Love chocolates follows last year’s successful SoHo pop-up gift shop that turned traditional Valentine’s Day gifts on their head to illustrate common unhealthy behaviours.

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Executive Producer: James Wells

Music Production: Human Worldwide

Senior Producer: Craig Caniglia


Audio Mix: Eric Hoffman

Audio Post Company: Bronx Audio

Executive Producer: Molly Burke

Post Production / VFX

Colourist: Parker Jarvie

Colourist Company: Company3

Production Company

Director: Camilla Belle

DOP: Nico Aguilar

Executive Producer: Greg Jones, Desiree Laufasa

Line Producer: Anna Shkolnikov

Production Company: Ruckus

Production coordinator: Spencer LeClaire

Creative Agency

Account Director: Mark Donohue

Account Management: Jeannine Yawn

Associate Creative Director: Shannon Murphy

Associate Producer: Sean Riojas

Business Affairs Manager: Anne-Camille Charpie

Chief Creative Officer: Chris Beresford-Hill

Creative Agency: TBWA\Chiat\Day New York

Creative Director: Mike Blanch

Designer: Gina Pido, John Smith

Director of Business Affairs: Jennifer Bilyk

Editor: Neil Miller, Jon Lynn

Executive Creative Director: Al Merry

Executive Producer: Tina Lam, Jen Vladimirsky

Front End Developer: Ekaterina Danilova

Group Account Directors: Carrie Lipper

Head of Design: Chris Rowson

Head of Production: John Doris

Junior Designer: Mert Avadya

Photographer: Bonnie Wang

Planning Director: Jonathan Deves

Post-production: Pietra Cangialosi

Producer: Sydney Richardson

Senior Designer: Alex Lumain, Robyn Makinson

Senior Interactive Producer: Steven Kreuch

Social Content Director: Andrew Nethery

Studio Manager: Von Harris

Genres: Dialogue, People

Categories: Food, Confectionery

TBWA\Chiat\Day, Tue, 12 Feb 2019 09:22:30 GMT