Background

Our challenge was to promote Chupa Chups to a wider audience and help the candy brand stand out in a fiercely competitive marketplace.

Creative Idea

A SWEET ESCAPE.

Even kids deserve a sweet escape from mundane everyday tasks (like homework, practising music and tidying up).

Insights & Strategy

This campaign is based on the insight that overworked children (and parents) in Asia face significant pressure.

Execution

Every intricate detail was meticulously crafted to convey the monotony of chores such as homework, music practice and tidying-up. We used different textures, colours and layers to create less-than-desirable moments for kids—making the temporary escape feel that much sweeter.

Results

Chupa Chups had found its voice. The campaign became an iconic representation of the brand and was recognised as one of the world’s most awarded print campaigns in 2020.