TBWA\Paris has noticed that its client, Le Chocolat des Français, has a perfect backdrop for a campaign to mark International Women’s Day. The brand’s name translates to “The Chocolate of French Men”. So the partners have launched a new range, Le Chocolate des Françaises (The Chocolate of French Women), four chocolate blocks, each of which highlights a pioneering woman who left her mark on French history, but who has been unfairly forgotten by history.
The chocolate blocks feature the brand’s distinctive and recognisable design and a snapcode. By scanning the code with Snapchat, the block’s illustration comes to life, offering a unique interactive experience of the woman’s life. True to the brand’s humorous and colourful DNA, each of the women humorously recounts her story and how she was erased from history.
- Alice Guy: Director, screenwriter, and producer, directed the first fiction film in cinema history.
- Marthe Gauthier: Physician and paediatrician, discovered the chromosomal anomaly responsible for Down’s syndrome.
- Olympe de Gouges: A politician and pioneer of feminism, campaigned for gender equality to be enshrined in the French Constitution.
- Sophie Germain: Mathematician, worked on the elasticity of metals. Without her work, the Eiffel Tower would not exist.
The campaign was produced in partnership with the directors and illustrators at Eddy Production.
The campaign will launch on IWD, March 8, while the chocolate blocks have been available exclusively on the Chocolat des Français website and instore from mid-February.
Morevoer, Le Chocolat des Français isn’t just celebrating these women on March 8. For every block sold, €1 will be donated to the charity, Dans le Genre égales, that works to promote gender equality. Online, people are also invited to suggest new names of forgotten pioneers to expand the collection.
Credits:
Client: Le Chocolat des français
Le Chocolat des Français: Team Paul-Henri Masson, Matthieu Escande
Creative Agency: TBWA\Paris
Chief Creative Officers: Benjamin Marchal, Faustin Claverie
Copywriter: David Philip
Art Directors: Olivier Mularski, Pauline Sénéchaut, Cyrielle Declarey
Technical Director: Guillaume Rancurel
Lead Developer: Sidney Bourgallé
Junior Strategic Planner: Amélie Pierre
Account Lead: Chloé Loison
Account Director: Margaux Laurançon
Sound Production: ELSE
Sound Director: Fanny Mithois
Sound Engineer & Sound Designer: Alexandre Robieux
Animation Studio: Eddy Studio
Producer: Julie Paturle
Line Producer: Maria Markova
Pre-Production Manager: Charlotte Geysels
Head of Studio: Jean-Rémi Perrin, Jonathan Zahut
Tech: Bruno Le Levier, Pascal Lopes
Alice Guy:
Illustrator & Director: Leila Courtillon
Animation: Iris Abols
Marthe Gauthier:
Illustrator & Director: Clément Soulmagnon
Animation: Lana Choukroune, Lucia Alessandri
Olympe de Gouges:
Illustrator & Director: Clément Soulmagnon
Animation: Mélanie Gohin
Sophie Germain:
Illustrator & Director: Léa Bancelin
Animation: Iris Abols
