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The Taste of Love

The Taste of Love | Mondelez International | Ogilvy
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basics
Industry: Confectionery & Snacks
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Synopsis
Lacta chocolate, has always been a symbol for love in Greece. Years of advertising have established it as the perfect gift to give on Valentine's day, comparing it's sweet taste to the sweetness of falling in love. During the last decade, it has become a tradition for Lacta to present each year, a new branded film or online series during Valentine’s season, that have become particularly popular with young viewers. This year, wanting to broaden its reach and appeal to older audiences as well, Lacta wanted to not only speak about the period of falling in love, but about how important it is to have love throughout one's life. The message being that “without love, life is tasteless”. Continuing the tradition of inspiring audiences with branded entertainment, this year Lacta presented a 73-minute science-fiction film titled "The Taste of Love" that was released online and on TV, on Valentine's Day.
Strategy
In an age of obsession with technology and Artificial Intelligence, Lacta wanted to remind everyone that without love, life is tasteless and that what makes us human and separates us from A.I., is our ability to love and forgive. The campaign started with the airing of a new TV ad in the beginning of January, showing an AI robot posing the most fundamental of questions, while looking at photos of a young couple in love, projected on a hologram screen. She wonders "what is love?" and how can people fall in love at first sight, without having much data, concluding that she'll probably never know what the taste of love is, since love probably means "to live".
Relevancy
Continuing the tradition of inspiring audiences with branded entertainment, this year Lacta chocolate presented a 73' science-fiction film titled "The Taste of Love" that was released online and on TV, on Valentine's Day. Instead of interrupting audiences with ads, from watching their favorite content, Lacta produced the content audiences wanted to see in the first place, building it around its theme of love, in a suprising way. The film and its teaser campaign, managed to move audiences with a story about what makes us human, what separates Artificial Intelligence from human nature, and what the true taste of love is.
Outcome
Because of the great buzz that preceded the film's release, "Lacta" keyword searches on Google increased by +1460% during Valentine's week and "Lacta" became one of the top-20 keywords being searched on YouTube in Greece. When the film was released on Valentine's Day, it became a trending video on YouTube and one of the top-3 most engaging posts for February, on Facebook in Greece. On YouTube and Facebook, the film has more than 2.7M views, in a country of 7M Internet users and Lacta's YouTube channel has become the most popular in Greece in terms of subscribers. The TV premiere of the film had 14% viewer share for ages 15-24, but managed to broaden its target audience, scoring its biggest affinity for ages 45-54, as well as reaching 12% of the general audience. More importantly, during Valentine’s week, Lacta chocolate reached its biggest market share for the last 3 years.
Execution
A teaser campaign on YouTube, used real-time data in order to present ELLi as the robot that knows everything, except what love is. Users were invited to visit thetasteoflove.gr and help ELLi learn what love is, by submitting a photo that captured love for them. Using AI & Machine Learning, photos were analyzed and positioned on a 3D map, letting users dive into ELLi's mind and see what she was learning in real time. When the film’s trailer was launched on YouTube and Facebook at the beginning of February, it managed to surprise audiences with its science fiction theme, but also to raise their expectations with its production values and intrigue them with its plot and its dramatic nature. The feature film was launched simultaneously on YouTube, Facebook and on TV on Valentine’s Day 2018, to rave reviews and comments, with most people calling it the best Lacta film yet.
CampaignDescription
The film tells the story of a lonely middle-aged man, living with a beautiful young girl that predicts and satisfies his every wish without ever wanting anything in return. Because she's in fact an android robot, and the year is 2038. ELLi, has a perfect human body and features the most advanced Artificial Intelligence as well as access to all his data in the cloud, acting as an ideal personal assistant. Until one day, her operating system is updated with "Artificial Emotions”, and now she feels neglected and wants to know what love is. The hero dismisses her, telling her that love is the worst thing that can happen to man, but when she presents him with a Lacta chocolate and asks him to describe its taste for her, since she cannot eat, he succumbs and starts telling her a story that began 20 years ago, in Athens in 2018...
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awards
Cannes Lions International Festival of Creativity 2018
Shortlist Entertainment
Excellence in Audience Engagement or Distribution Strategy for Branded Content
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