Tony’s Chocolonely

Bars Behind Bars

I chose to create a campaign for Tony’s Chocolonely because I believe deeply in their ethos. They are committed to making the chocolate industry more sustainable while also providing a high quality, polished, and delicious product. My goal with this campaign was to increase brand awareness of Tony’s, both in general and as it relates to other more popular but lower quality chocolate brands.

Challenges of this campaign included not having a specific metric or objective. It was up to me as the creative to improve an existing brand’s advertising in some way, so I wanted to help Tony’s amplify the positive pressure they put on the chocolate industry to be more sustainable.

For this campaign, I researched Tony’s previous advertising efforts with the intent to propose something more hands-on. I wanted to create not just an ad, but an interactive experience to reinforce Tony’s position as the ethical chocolate bar. I conceptualized this demonstrational vending machine where potential customers would insert their cheaper, lower quality chocolate bars to be scanned into the “Confection Conviction Database,” an online collection of non-Tony’s bars that details their environmental impact. After seeing the horrors behind the bar they brought, the machine will provide a replacement guilt-free Tony’s bar.

AI Disclosure: The image shown was generated by Google Gemini to meet the request of the professor to provide as polished a rendering as possible using AI.