Chocolate or a story? No surprise which children will say they choose. But Tonies, the manufacturer of music and story device, Toniebox, and its agency, Joga, set out to see how important stories are to children aged five to six in an enticing social experiment, the Chocolate Challenge, that pitted stories against chocolate this Easter.
Naturally, chocolate was an early favourite but, in order to continue, the kids had to eat chocolate with an increasingly higher cocoa content until, to finish, they had to eat chocolate with 100% cocoa. This changed everything. Joga captured the experiment in a 3-minute video, a direct testimonial from children that 100% of a story is better than 100% cocoa.
Children were first presented with chocolate bars containing 50% cocoa, which they “had” to eat in order to hear the first half the story. Continuing proved to be a little less sweet. They were given chocolates with increasingly higher cocoa content to eat to continue the story. And, after struggling through an intensely bitter 100% cocoa bar to reach the end, the tone turned. Listening to stories climbed in popularity in its contest against the inimitable sweet tooth, proving that some things are better off in small doses.
A 3-minute enchanting and humorous video shows that children will do anything to discover an intriguing audio tale, even eat chocolate that would make an adult wince.
The campaign started broadcasting digitally on YouTube and Meta on March 25.
“When you mix a great brand, an audio story, chocolate, and children, you don’t have to shake very hard to come up with a cute idea that makes everyone smile,” stated Antoine Defaye chief creative officer & co-founder of joga. “It’s good to be a kid. And it’s good to be a grown-up who creates campaigns for a brand that’s good for kids.”
Credits
Client: Tonies
Brand Marketing Manager: Emmanuelle Aissy
Head of Growth: Martin Simon
Agency: Joga
President: Olivier Lopez:
Strategy Director: Clément Audard:
Executive Creative Director: Antoine Defaye
Production: Cornelia
Director: Jonathan Schupak
DoP: Maxime Kathari
Executive Producers: Thomas Duchêne, Laurianne Métais
1st Camera Assistant: Louise Gholam
2nd Camera Assistant: Lola Loubet
Chief Electrician: Clémence Warnier
Accessory Maker: Marjolaine Balseva
Sound Engineer: Maxime Graftiaux
Stage Manager: Eva-Lou Beausang
Post-Production: Orage
Co-Founder & Post-Production Manager: Lola Bellini
Editor: Ella Dixon
Grader: Romain Livennais
Sound Mixer: Maxime Emeriau
