One Love Foundation: #LoveBetter by TBWA Chiat Day
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Ahead of Valentine’s Day, The One Love Foundation and TBWA\Chiat\Day NY have teamed up to launch the second installment of #LoveBetter, a campaign designed to encourage conversation on the differences between healthy and unhealthy relationships.
This year’s campaign transforms the king of all Valentine’s treats – the box of chocolates – into a provocative educational experience on how to #LoveBetter.
This special-edition box of chocolates, conceived, designed and developed by TBWA\Chiat\Day alongside a team master chocolatiers, contains eight custom confections created to spark conversations about positive and negative relationship experiences, all made from scratch. The pieces represent four healthy and four unhealthy relationship behaviors: Respect, Honesty, Equality, Independence, Sabotage, Obsession, Isolation and Manipulation. The box is accompanied by a piece-by-piece insert to explain more about each behavior and its effects.
For example, Respect is brought to life as a strong, dark chocolate decorated with gold saffron, representing the gold standard in a relationship; Manipulation is a chocolate filled with hard, sticky caramel that takes control of your jaw and is hard to swallow.
For those who want to taste the chocolates for themselves, One Love is also running a contest to give away a limited number of the boxes to lucky winners.
The special-edition One Love chocolates follows last year’s successful SoHo pop-up gift shop that turned traditional Valentine’s Day gifts on their head to illustrate common unhealthy behaviors.
Credits
TBWA\Chiat\Day New York
Chief Creative Officer: Chris Beresford-Hill
Executive Creative Director: Al Merry
Head of Design: Chris Rowson
Creative Director, Art: Mike Blanch
Associate Creative Director, Copy: Shannon Murphy
Senior Designer: Alex Lumain
Senior Designer: Robyn Makinson
Designer: Gina Pido
Designer: John Smith
Junior Designer: Mert Avadya
Photographer: Bonnie Wang
Studio Manager: Von Harris
Head of Production: John Doris
Executive Producer: Tina Lam
Executive Producer: Jen Vladimirsky
Senior Interactive Producer: Steven Kreuch
Associate Producer: Sean Riojas
Producer: Sydney Richardson
Post Producer, RedSlash: Pietra Cangialosi
Editor, RedSlash: Neil Miller
Senior Cinematographer/Editor: Jon Lynn
Creative/Producer, Social Content: Andrew Nethery
Front End Developer/Animator: Ekaterina Danilova
Director of Business Affairs: Jennifer Bilyk
Business Affairs Manager: Anne-Camille Charpie
Senior Talent Manager: Eileen Sostre
Group Account Director: Carrie Lipper
Account Director: Mark Donohue
Account Manager: Jeannine Yawn
Planning Director: Jonathan Deves
Box Manufacturer: Foxtone Packaging
Chocolate Developer: Scoozi Events NYC
Food Stylist: Sugar Couture
Production Assistance: Rebel & Rogue
Ruckus
Production Company: Ruckus
Director: Camilla Belle
Director of Photography: Nico Aguilar
Executive Producer: Greg Jones
Executive Producer: Desiree Laufasa
Line Producer: Anna Shkolnikov
Production Coordinator: Spencer LeClaire
Company3 (Teaser Films Only)
Color: Company3
Colorist: Parker Jarvie
Vice President/Short Form: Ashley McKim
Director of Production/Short Form: Tom Gehring
Human Worldwide
Music: Human Worldwide
Executive Producer: James Wells
Sr. Producer: Craig Caniglia
Mr. Bronx Audio (Launch Film Only)
Audio: Mr. Bronx Audio
Mixer/Sound Designer: Eric Hoffman
Executive Producer: Molly Burke
Sourcetop
Website Development: Sourcetop
CEO: Michael Tardif
CTO: Abu Zakaria
One Love Foundation
Chief Executive Officer: Katie Hood
Managing Director, Marketing & Communications: Monica Rowe
Senior Manager, Content & Communications: Serena Sidawi
Digital & Content Coordinator: Jalesa Tucker
