360° CAMPAIGN

Client
Lacta

Brief
Each year Lacta is the most anticipated brand to come out with a Valentine’s Day campaign. Following many years of releasing hugely successful full length movies, Lacta decided to follow a more meaningful route, while introducing two new flavors of Lacta chocolate to the audience, Lacta White & Lacta Extra Cocoa.

The Idea
Different types of chocolate convey different feelings to each person that enjoys them. The same stands for love. As there is not one, predetermined way to love your significant other, nor one that can indicate who that significant other must be.

Keeping all that in mind, Lacta, the brand of love, takes it upon themselves to openly talk about all the different flavors of love, for the first time ever in Greece, creating a campaign with a strong message about diversity, unity and the power of love.

Our medium? 28 real couples. Each with an extraordinary story. Each with a characteristic that makes them different than “normal”. Each extremely in love and happier than ever.

The outcome
As expected, the campaign sparked a great deal of controversy to the more conservative audiences. What was not expected however, was the overwhelming support from the greater deal of the audience, that stood for the campaign’s message and helped it spread like wildfire.

Memes were created, articles were written and overall, the campaign made a remarkable impression in just a matter of hours.

Awards
16 Ermis & 2 Effie Awards Winner