Desire-a-Bar
Desire-a-Bar
Description
Desire-a-Bar dares Finns to put their desire on display in public. And naturally, that desire is rewarded with nothing less than a bit better: Karl Fazer chocolate.
To get Finns to openly express their desire, we created Desire-a-Bar. It is a three-meter-tall Karl Fazer chocolate bar in the heart of Helsinki. The rules are simple: stand before it and give in to your desire – for what may feel like an eternity to reserved Finns.
When Desire-a-Bar detects desire, the wrapper begins to peel away, revealing a giant bar of chocolate no one could resist. It uses AI-powered facial recognition, trained to detect desire in a person’s gaze and expression.
This professional campaign titled 'Desire-a-Bar' was published in Finland in September, 2025. It was created for the brand: Karl Fazer, by ad agencies: Interactive Inuits and SEK. This Digital, Experiential, and OOH Outdoor media campaign is related to the Confectionery, Snacks industry and contains 2 media assets. It was submitted 2 months ago by Julia Ruuskanen of SEK.
Credits
Advertising Agency: SEK, Finland
Fazer Confectionary
Niklas Lindroos, Senior Marketing Manager
Anne Repo, Marketing Director
Katariina Hintsa, Digital Marketing Manager
Iinaroosa Kanth, Digital Marketing Specialist
SEK | Part of GREY
Anna Huttunen, Creative
Matilda Mäkinen, Creative
Matilda Leppäkoski, Art Director
Julia Ruuskanen, Senior Social Media & PR Creative
Essi Orama, Head of PR
Jari Kinnunen, Technical Designer
Jari Mäkelä, Technical Designer
Samuel Räikkönen, Creative Director
Lauri Gran, Creative Director
Jarno Luotonen, Executive Creative Director
Inka Kosonen, Project Director
Meri Manner, Client Director
Inuits
Markus Tamminen, Creative Director
Sampo Pihlaja, Head of Digital
Lauri Kärkkäinen, Specialist
Lauri Laatikainen, Skunkworks
