San Franciscans Show Their Wonderfully Complicated Side for Scharffen Berger

Scharffen Berger Chocolate Maker recently launched an out-of-home advertising campaign in San Francisco that uniquely ties to social media. The campaign features everyday consumers as the stars, via 50 digital outdoor boards across the city.

Crafted from the world's finest cacao, Scharffen Berger Chocolate includes incredible taste complexities and varietals from different parts of the globe. The "Wonderfully Complicated" ad campaign illustrates that, just like the people who enjoy it, fine artisanal chocolate is anything but simple – and neither can be described with just one word. They are both rich, multi-layered and complex.

"At Scharffen Berger Chocolate Maker, we think it's time that artisanal chocolate proudly stood up for its depth and unique flavors. Our fans are taste explorers, people with palates that crave adventure as much as comfort and 'Wonderfully Complicated' brings this to life," said Bernie Banas, Vice President for Scharffen Berger Chocolate Maker. "Tying the campaign to social media and featuring chocolate lovers in the ads allows us to make a direct connection with them, celebrating that we are both one of life's great pleasures that are proudly, boldly and always…wonderfully complicated."

The campaign features various creative executions produced by local San Francisco advertising agency, Camp + King, that celebrate the "wonderfully complicated" make-up of the chocolate and the personalities of the people who eat it; with lines such as "I am dark, spicy and mysterious" or "I am sweet, salty and a little nutty," among others. It's an homage to both the taste profile of the bars and also the people who eat them.

What makes it unique? In addition to the five professionally executed ads, a slew of additional creative will appear featuring the people of San Francisco around the city.

Anyone can participate. They simply need to take a selfie, add #wonderfullycomplicated and share it publicly on Instagram. If chosen, their selfie - with a new headline made up of various adjectives - will pop up in rotation with the professionally executed creative on digital bus shelters around San Francisco and on Scharffen Berger Chocolate Maker's Facebook page, allowing consumers to turn selfies into a starring role in an advertising campaign.

According to research published by GlobalWebIndex in Jan. 2014, Instagram is the fastest growing social media site worldwide. The social media channel also aligns with the brand's target – an educated, well-traveled woman who enjoys an active social, cultural, foodie life with her friends and family. Food is one of the most popular topics searched for and published on Instagram* and according to App Data, 68 percent of Instagram users are women.