2012 Results

CAT 39 - Food & Drink Interactive (INT)

GOLD

Robert/Boisen & Like-minded (DENMARK)

ANTHON BERG, "The Generous Store"39-03578-INT
 

URL: http://mrtesticle.com/cannes/2012/anthonberg/generousstore/

Agency (city): Robert/Boisen & Like-minded (Cph.)

Creative Director(s): Michael Robert

Art Director(s): Mark Rif Torbensen/René Sohn Kammersgaard/Anders Kure

Production Company (& City): Gobsmack Productions / Molamil

Film Director(s): Niels Nørløv

Agency Producer(s): Christina Erritzøe / Emilie Brandt

Graphic Design: Peter Vojnovic / Morten Grundsøe

Programmer(s): Jorge Hernandez / Ramiro Espada

Account: Søren Christensen (Strategist)/Marthias Birkvad (Digital director)/Martin Hörmann (Account manager)

Short explanation

For over a century, Generosity has been a crucial part of the DNA of Anthon Berg, Denmark's largest chocolate company. We needed people to rediscover Anthon Berg and the positive effects of being generous.
To reconnect the brand with generosity and inspire people to see the positive effects of being generous Anthon Berg opened the worlds first chocolate store, where you couldn't pay with cash or credit cards - just good deeds. The Pop-up store was only open for a day and it had people queuing up for one and a half hours to make generous promises towards a friend or a loved one on Facebook in return for a box of chocolates.

Description

The Generous Store. No cash or credit cards, just good deeds.