The best pivotal ideas intersect between brand, shopper and context to create a disruptive experience.

Sometimes, sending a text or writing on someone’s ‘wall’ is just not enough. So we invented a whole new way for people to send personal messages – while reminding them that chocolate makes a great gift.

With Cadbury, we created the ‘Say it with Chocolate’ campaign, dramatized by a chocolate printing machine to engrave bespoke, truly genuine messages onto chocolate bars on demand.

Impulse purchase spiked during promotion hours and many shoppers made bulk buys. Some were even willing to queue an hour for their chocolate – proving once and for all that a sweet, heartfelt message takes time to get right.

When in doubt, ask yourself: is it what I would do if I owned this brand/company? Client empathy will almost always steer you in the right direction."

Carl Hartman, CEO North America, New York, @carlhartman

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