2022 Winners & Shortlists


Production ZEALOUS Morocco, MOROCCO

Why is this work relevant for Integrated?

Why is Chocapologies relevant? Well, our brand, a small, albeit world-class chocolate shop/influencer chef, made the strategic decision not to take on his local competition but instead the entire dark side of the internet. So, no small challenge and a rather brave strategy to employ. Plus, this campaign utilizes a multi-channel approach, with Direct, Social, Influencer use, plus Outdoor elements. And with a modest budget, we achieved unprecedented reach, awareness, brand uplift, fame and love by hand-delivering, handcrafted chocolate-coated apologies to the victims of online abuse, #influencers who hand enough fans to take on the trolls.


Situation: The internet. The cruelest playground in the world. Where trolls bully perfect strangers. And, the victims of their hate messaging and body shaming are left to suffer Low self-esteem, severe depression, eating disorders, lower academic scores, long-term psychological ailments, inflict self-harm or even take their own lives. Brief: 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 if we could make the internet a better, happier, kinder and well ‘sweeter’ place for him and, if possible, thousands of other victims. Objectives: As per the above (brief) plus equally, to help raise our client's social profile, reach and fame.

Describe the creative idea

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

We researched the problem extensively, which wasn’t hard, as there’s a world of data available. But there’s really very little hard data, facts or even any good ideas, for that matter, on how to solve the issues trolls create. Our breakthrough moment? It was simply to flip our strategic approach entirely. So instead of trying to moderate those posting hate messaging, body shaming or cyberbullying, we decide to focus on making their victims feel better. Put simply; we thought maybe we could apologize on behalf of all the trolls? Maybe, we could say sorry and apologize on behalf of the entire internet. So we trolled 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

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, who’d asked us to make the Internet a better, well ‘sweeter’ place, finally got to have the last word with his trolls. Our chocolate bars were made using only the finest Caraibe chocolate ingredients and production processes by Karim Bourgi - He trained at Le Cordon Bleu in Paris btw. We delivered to the victims of online abuse and used their large social followings to create mass awareness. Additional buzz came via radio, TV interviews, online news channels, plus we had digital screens and posters placements sites across Dubai given to us for free.

List the results

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.


Name Company Role
Mounir Harfouche MullenLowe MENA FZ LLC Chief Executive Officer
Paul Banham MullenLowe MENA FZ LLC Executive Creative Director
Prerna Mehra MullenLowe MENA FZ LLC Creative Director Art & Head of Design
Adila Fataliyeva MullenLowe MENA FZ LLC Designer
Madruth Zaman MullenLowe MENA FZ LLC Designer
Jarret Hunter MullenLowe MENA FZ LLC Designer
Zahid Gill MullenLowe MENA FZ LLC Editor
Rahul Menon MullenLowe MENA FZ LLC Photographer
Neelay Sehejpal Freelancer Photographer
Mounir Mohamad MullenLowe MENA FZ LLC Production Manager
Raya Wakim MullenLowe MENA FZ LLC Account Director
Ruby Steggles MullenLowe MENA FZ LLC Account Manager
Ramzan Ali MullenLowe MENA FZ LLC Editor