One Love Foundation: #LoveBetter by TBWA Chiat Day

Date: Feb 2019
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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

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