ABOUT
Tony's Chocolonely is a Dutch chocolate company that makes ethically sourced chocolate and features a unique chocolate bar design that highlights the problem they are trying to solve.
So… what's the problem?
There's an unfair distribution of value and power in the chocolate industry. The industry is dominated by a group of "chocolate giants" that profit from keeping the cocoa price as low as possible. As a result, farmers are forced to live in poverty which leads to child and forced labor.
In order to combat this and end exploitation in cocoa, Tony's creates awareness, leads by example, and inspires others in the industry to act. They have created a bold and humorous brand image and personality. For this campaign, I wanted to keep the brand image prominent as we spread it into America. This campaign consists of a main jingle and short animation to increase brand recognition and supporting display ads and social media posts.
JINGLE
The jingle was created with the help of SUNO AI. I then took what it produced into premiere pro and edited it! I wanted the jingle to be upbeat and catchy, juxtaposing the serious lyrics. The song tells the story of the cocoa industry problem in a fairytale style featuring the chocolate giants, farmers, and the hero- Tony!
20 seconds
40 seconds
1 minute, 15 seconds
ANIMATION
I wanted to create something that was cohesive with the brand identity, while exploring more of their colors and imagery styles. I wanted to start with a fast paced and bright motion graphic that catches attention and then end with exposing a fact about the industry and the brand’s logo to bring awareness to both the brand and the problem they are trying to fight.
DISPLAY ADS
These advertisements were designed to be taken in, but also allows the viewer to identify the brand immediately. I wanted to feature the campaign’s colorful graphics in most, but also create some that highlight facts about the industry and it’s problem.
SOCIAL MEDIA
The social media posts are also cohesive with the rest of the campaign’s visual identity. They are meant to feature the brand’s image, but also educate the public on the industry’s problem and how Tony’s and anyone else can help make a difference starting with a bite of Tony’s chocolate.
