Leagas Delaney build on the Toblerone brand

In China, most people buy one Toblerone bar per purchase and mostly as a gift but Leagas Delaney Shanghai wanted them to buy hundreds. To do this Leagas Delaney asked people to use Toblerone's distinctive shape and create anything their heart desired. They built their designs on their website and then they helped them build the real thing. Once finished, they could buy their designs from the online store.

Leagas Delaney collaborated with 50 students from Shanghai's top art schools to help build the statues. The campaign began on their website and spread through social media, outdoor and in-store displays. The project ran for a month and a half. 861,429 people visited the site and the campaign was mentioned almost 20,000 times on Sina Weibo.