British Heart Foundation: Dechox by Wax/On

Agency: Wax/On
Date: Dec 2018
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The British Heart Foundation (BHF) has a solution to help cleanse those who overindulged in chocolate this Christmas.

The charity is launching a fundraising initiative in which people are sponsored to give up chocolate for a month to raise money for vital research.

This Boxing Day, once the festivities start to wind down, and the gluttony, it is launching its annual 'Dechox' fundraising campaign, which began in 2015.

To accompany the healthy initiative, the BHF has released a film created by Wax/On, which illustrates what happens when you send chocolate packing - it goes on holiday of course.

The ad is set in a Chocolate retreat, where chocolate bars brave the heat to enjoy some down time away from the supermarkets.

Celebrating their new lease of life - now their human consumers have abstained - the sweet confectionary treats let their wrappers down, and enjoy a 'dechox' holiday in the sun, filled with back massages and drinks by the pool.

However, the chocolates drop their activities and crowd together as a dark shadow engulfs the idyllic scene. It quickly becomes apparent that the omitting shadow has come from the closing of an office drawer, where the bars are shut away from temptation.

The campaign goes live Boxing Day across all major commercial channels and continues through January across TV and social.

Since 'Dechox' was first launched in 2015, it has raised more than £2m to date.


Client: British Heart Foundation

Marketing Manager: Dan Field

Creative agency: Wax/On

Creative Partner: Ben Hooper

Managing Partner: Paul Jacobs

Animation studio: Blue Zoo Animation

Director - Ben Steer

Art Director - Joe Kinch

Modelling - Chris Wright

Look Dev - Gherado Zurla

Rigging - Anthony Delliste

Animation - Mark Spokes, Valantin Puig, Ben Steer

Lead Light and Comp - Yolande Clerek

Lighting and Comp - Geroge Quelch

Effects - Fabrizia Spera

Executive Producer - Damian Hook

Creative Producer - Lizzie Hicks


Director - Phil Ashley

Producer – Alice Smith

Director of Photography - Will Lodge

Camera Assistant - Phil Huberty

Sound Design - Tom Joyce

Colourist - The Finish Line

VO - Alex Kelly (via Another Tongue)

Media agency: MC&C

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