Social Campaign
Toblerone
Be More Triangle
The luxury chocolate world is all too serious and square.
*Insert a woman in a silk dress, sprawled across a velvet sofa, seductively eating a square of chocolate*
Theodor Tobler dared to be different, launching the first Swiss chocolate bar, cast in a shape outside of the square.
The edgy 'awkward eat' shape shook up the stuffy, status-driven, and oh-so-serious square world of Swiss chocolate. It's what separates Toblerone from the square world, and is the direct result of the Be More Triangle brand attitude: be bold, brave and playfully disruptive.
Alongside Media.Monks' redesign of Toblerone.com, we reinvigorated the product imagery on the platform, establishing a new look and feel that shifted Toblerone from product-first to culture-first. A bold visual direction with striking confidence that represents Toblerone’s Be More Triangle brand attitude.
I set the creative direction, art direction, and set design for the campaign, creating atmospheric occasion/interest-based product environments - using hand models to bring them to life.
