US Creative Work of the Week: 3 Musketeers asks teens to 'throw shine' instead of shade in latest campaign
Mars-owned 3 Musketeers recently rolled out a campaign called #ThrowShine to introduce its new inspirational packaging.
To complement its updated packaging, which features different uplifting messages like “you are awesome” and “you’re one of a kind,” the chocolate brand created a three-part video series that chronicles the lives of three high school students who use 3 Musketeers bars to spread joy to their family and friends.
For example, in one ad, a high school girl gives her stressed-out sister a 3 Musketeer bar that says “you're one of a kind” on it to help her get through her art project. In another, a teenage boy gives his crush a 3 Musketeers bar that says “you are awesome.”
Created by Tribal Worldwide, the campaign has been voted by readers as US Creative Work of the Week.
The ads, which feature a rendition of “This Little Light of Mine” sung by Bea Miller, encourage people to use the hashtag “#ThrowShine.” According to the brand, the “Throw Shine” strapline was designed to “create an environment for young people to give props to their peers – or just make someone feel good and is the positive counterpart to the isolation and embarrassment that comes with throwing shade.”
If you’d like to vote for next week’s US Creative Work of the Week, visit our US Creative Works here. To keep up to date with all the advertising, design and creative projects from around the globe visit our Creative Works homepage.