Creativity

Godiva's Amazing New Chocolate Box Is Truly the Gift That Keeps on Giving

McCann New York Is Behind the Generous Candy Idea

By Ann-Christine Diaz. Published on Dec 08, 2016

Editor's Pick

What's better than a giant box of chocolates? How about a giant box of chocolates that keeps on giving?

That's the idea behind Godiva's distinctive new offering, which turns the chocolatier's signature gold packaging into candyland's version of a nesting doll. When customers open it, they'll find two different boxes, one which they keep for themselves and another they can pass on to a loved one.

It turns out, however, that the box that gets gifted encloses the same dual packaging -- and so on, and so on -- so receivers can experience the gift of giving too. The idea is illustrated in the charming stop motion video above.

The film and the packaging idea itself were created out of McCann New York. "The brief we got from Godiva was to make the brand synonymous with generosity at the holidays," said McCann New York Co-CCO Tom Murphy. "So we created advertising designed to do that. But we thought there was also an opportunity to do something more than ads -- to actually encourage acts of generosity. That's where our team came up with this idea of a box that keeps giving, a really simple way to literally, and physically, inspire people to be generous -- to 'chocolate it forward' if you will. They were inspired by those nesting Russian dolls -- where every doll holds a smaller doll."

Creating a new package design presented some unique production challenges. "Towards the beginning we realized that the actual construction of the box was like the plot of 'Inception,'" Mr. Murphy said. "We had art directors on one side of the room making diagrams, and copywriters on the other doing long division. There were also extensive guidelines about food handling -- we are now officially experts in packaging for perishable goods!"

The special edition box will be available at 20 key stores across the U.S. for the holidays, where it will be given away by staffers to customers -- adding to the campaign idea of "generosity" -- this time, coming from the brand. The plan is to bring back the idea in the future as an actual product for sale.

Godiva held a launch event for the "giving box" during the Rockefeller Center tree lighting ceremony on November 30.

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About

Credits

Date
Dec 08, 2016
Agency:
McCann New York
Client:
Godiva
Head of Marketing and Product Development North America:
Nagisa Manabe
Director Marketing Services at pladis Global:
Cheryl Brooks
Director, Global Consumer Insights:
Judith Rubin
Marketing Manager:
Samantha Landman
Manager, Pubic Relations:
Christina Roperti
Visual Merchandising Manager/ Visual Planner:
Robert Koch
North American Chief Creative Officer:
Eric Silver
Co Chief Creative Officers, New York:
Tom Murphy
Co Chief Creative Officers, New York:
Sean Bryan
Senior Art Director:
Lizzie Wilson
Senior Copywriter:
Tali Gumbiner
Copywriter:
Tori Nygren
Chief Production Officer:
Nathy Aviram
Senior Integrated Producer:
Deb Archambault
Senior Integrated Producer:
Alexis Mead
Group Account Director:
Olivia Heeren
Account Supervisor:
Megumi Sasada
Account Supervisor:
Megumi Sasada
Project Manager:
Leah Kennedy
Project Manager:
Leah Kennedy
Project Manager:
Cares Mason
Project Manager:
Cares Mason
Chief Strategy Officer, North America:
Steve Zaroff
Chief Strategy Officer, North America:
Steve Zaroff
Group Strategy Director:
Julianna Katrancha
Group Strategy Director:
Julianna Katrancha
Strategist:
James Stevens
Strategist:
James Stevens
Co Design Director:
David Mashburn
Co Design Director:
David Mashburn
Co Design Director:
George Katz
Co Design Director:
George Katz
Senior Designer:
Ethan Buller
Senior Designer:
Ethan Buller
Designer:
Shelby Hipol
Designer:
Shelby Hipol
Junior Designer:
Nel Sparkman
Junior Designer:
Nel Sparkman
Original Content Producer:
Sebastian Savino
Original Content Producer:
Sebastian Savino
Original Content Producer:
Eric Perini
Original Content Producer:
Eric Perini
Original Content Producer:
Brett Berman
Original Content Producer:
Brett Berman
Executive Integrated Music Producer:
Eric David Johnson
Executive Integrated Music Producer:
Eric David Johnson
Music Producer:
Dan Gross
Music Producer:
Dan Gross
Music Coordinator:
Sam Belkin
Music Coordinator:
Sam Belkin
Partner:
Coeur Noir Specialty Printers
Partner:
Coeur Noir Specialty Printers
Partner:
Cultech, Inc. - Autajon Group
Partner:
Cultech, Inc. - Autajon Group
Production Company:
1stAveMachine
Production Company:
1stAveMachine
Partner/Executive Producer:
Sam Penfield
Partner/Executive Producer:
Sam Penfield
Executive Producer:
Peter Repplier
Executive Producer:
Peter Repplier
Director:
Becho Lo Bianco
Director:
Becho Lo Bianco
Director:
Mariano Bergara
Director:
Mariano Bergara
Production Manager:
Sara Ireland
Production Manager:
Sara Ireland
Associate Producer:
Stefanie Carrano
Associate Producer:
Stefanie Carrano
Director of Photography:
Robert McKenna
Director of Photography:
Robert McKenna
Post Producer:
Karen Lawler
Post Producer:
Karen Lawler
VFX Supervisor:
John Loughlin
VFX Supervisor:
John Loughlin
Flame:
Bryan Rosenblum
Flame:
Bryan Rosenblum
Flame:
Matt Monson
Flame:
Matt Monson
Color:
RCO
Color:
RCO
Colorist:
Seth Ricart
Colorist:
Seth Ricart
Color Producer:
Sheina Dao
Color Producer:
Sheina Dao

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