Chocolate Trees

Agency Network: 
May 2010


Objective: To communicate a new product to a large audience using social network and reinforce the new brand concept: "Trust no one".

Idea: Mini-cocoa seeds were distributed as gifts to users of Happy Harvest (a game like FarmVille) on Orkut (the largest social network in Brazil). 48 hours later, a surprise: the seeds turned into Chocolate Trees where packages of Mini Bis Chocolate sprouted. Mini Bis Chocolate could be planted, harvested and stolen by farmers, strengthening the brand concept - "Trust no one.".

* More than 25 million chocolate trees have sprouted in the first week of action,
* It was the first time that a brand made a product placement at Happy Harvest.
* 100% of active users were impacted.
* Players who harvested Mini Bis accumulated coins and reached the next level in the game.

Digital advertisement created by Ogilvy, Brazil for MiniBis, within the category: Confectionery, Snacks.

Advertising Agency: Ogilvy Brazil
Copywriters: Rico Lins, Eduardo Marques
Art Directors: Marcelo Bruzzesi, Raphael Lucone
Chief Creative Director: Anselmo Ramos
Executive Creative Director: Michel Lent
Creative Director: Angela Bassichetti
Illustrator: Angela Bassichetti
Social Media Planner: Alessandra Ferreira
Account: Mah Lemos, Isabela Atra
Aproved by: Mariana Perota, Fabio Pucci
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DBB's picture

This is a total rip off from a campaign in israel for a chocolate brand which was done on farmville and used peanuts.


Activity Score 1206
mikevitoria's picture

This one was made one week before the Israel´s peanuts idea.

Activity Score 22
brandingworthspreading's picture

Really? Wow. Timing is everything for sure. I also have positioned in my mind Israel's campaign.

Activity Score 608
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Guest's picture

wtf, I had this idea for Award School

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