2022 Winners & Shortlists

Why is this work relevant for Brand Experience & Activation?

Why Chocapologies is relevant, firstly, our brand, a small, albeit world-class chocolate shop/influencer chef, decided not to take on his local competition but instead the entire dark side of the internet. So, no small challenge or ambition to have. Instead a rather brave, honourable and quite frankly ballsy thing to do. Secondly, the brand experience (handcrafted chocolate-coated apologies) is an experience, unlike anything any chocolate brand has ever done. Lastly, the activation part of the idea. We sent our Chocapologies to hundreds of online abuse victims, and they all posted/shared it for free. We didn’t have to pay one influencer/celebrity.

Background

The internet is the rudest, meanest and cruellest playground in the world, where the victims of trolling are left alone to suffer: Severe Depression, Long-term Psychological Disorders, Lowered Self-esteem, Sleep and Eating Disorders, Lowered Academic scores, Self-harm and worse still. Our client, Karim Bourgi, a Master Chocolatier and famous influencer Chef, is no stranger to trolls or reading their hateful, jealous comments/abuse. He asked us to make the internet a better, happier, kinder and well ‘sweeter’ place for him and, if possible, thousands of other victims.

Describe the creative idea (20% of vote)

To sugarcoat means to glaze or coat chocolate with something sweet. But it’s also a typical phrase used to explain or say something in a manner that is easier to accept, understand or cope with. Our idea, put simply, is this - What if the Internet could be sugarcoated, or rather all the hateful comments that trolls write? @alltrolls, come on, at least #SugarcoatIt. Plus, chocolates are scientifically proven to boosts the production of feel-good chemicals called endorphins. And they help in reducing symptoms of depression.

Describe the strategy (20% of vote)

Troll the trolls by sending their victims a deliciously edible chocolate apology on their behalf. Because let’s face it, they were never going to apologize.

Describe the execution (30% of vote)

We created Chocapologies using Crystal Clear Rigid PVC and Food Grade specialized thermoform plastic moulds. The idea pushed the limits of food mould-making to a level of precision and detail that even the best food mould-makers in the world said wasn’t going to be possible. Thankfully though, it was, and our client, Karim Bourgi, Master Chocolatier and famous influencer Chef, who’d asked us to make the Internet a better, well ‘sweeter’ place, finally got to have the last word with his trolls.

List the results (30% of vote)

With a tiny budget we achieved unprecedented reach, awareness, brand uplift, fame and love. · Project cost: $7,623 · Earned media: $1.26M · Impressions: 261M · Global reach: 18 Countries · Press, radio, tv and online mentions +100 · Internet positivity, sentiment, love increased by + 0.072574321% · Karim Bourgi (our client) gained 126K new fans, and a few (13) new trolls in a month.