Le Chocolat des Français

Too beautiful to be opened

Agency: TBWA\Paris


Le Chocolat des Français is known for its chocolate quality but also for the unique design of its bars. Since the beginning, the brand conceived each packaging as a masterpiece, using artists’ talent. So beautiful bars, that some of consumers do not dare to open them and keep them as decoration.

Playing with this original and exclusive brand use, TBWA\Paris agency created “Too beautiful to be opened”, a new campaign with 4 visuals to prove with humor that packaging is so beautiful that we prefer starving rather than open it.

An advertising campaign built on the contrast between the happy brand universe and darker situations where characters prefer to die of hunger rather than eating their bars. This advertising campaign has been designed in collaboration with talented illustrators Ionomycin, Sylvain Escallon and Tim McDonagh, according to the brand DNA.

This professional campaign titled 'Too beautiful to be opened' was published in France in April, 2023. It was created for the brand: Le Chocolat des Français, by ad agency: TBWA\Paris. This OOH Outdoor and Print media campaign is related to the Confectionery, Snacks industry and contains 4 media assets. It was submitted over 1 year ago.


Advertiser : Le Chocolat des Français
Client : Paul-Henri Masson, Matthieu Escande
Agency : TBWA\Paris
Head of Account : Chloé Loison
Chief Creative officers: Benjamin Marchal, Faustin Claverie
Copywriter: David Philip
Art Director : Olivier Mularski
Production : \Else
Art Buyer : Elise Kubler
3D Lead : Younes Chekouh

The Island : Tim McDonagh (Packaging illustration by Rob Hodgson)
The Plane : Sylvain Escallon (Packaging illustration by Hubert Poirot-Bourdain)
The Grocery : Ionomycin (Packaging Illustration by Aurore Carric)
The Mars Base : Sylvain Escallon (Packaging Illustration by Joel Burden)


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