Leagas Delaney build on the Toblerone brand

Toblerone1.jpgIn 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. 
Making of 1.jpg
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Toblerone Blocks.jpg

8 Comments

Marc said:

Beautiful design.

Paul said:

how many bars were sold?

Funny said:

funny and new way to sell lots of chocolate.

Jaded said:

this should pick up at the shows, if the video is any good.

Cook said:

Cool idea!

Jing said:

LOVELY IDEA FROM CREATIVE MIND…

All Scammed Out said:

How does this make people buy hundreds?

Gruber said:

Advertising is not art, but this really dances on the line.

Congrats to the team. Wish it was in my portfolio.

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