For: Kraft Asia
Art Direction & Design: Eric Chan
Copywriting: Daylon Soh
The ad was conceived as part of a pitch submission. We got the insight from a quick survey that women do not feel guilty if they wish to indulge in chocolates. The product unique selling point was its aerated centre that could make the indulgence more filling and satisfying.
The tagline, “So light, it’s hard to keep it down” emphasises the product attribute and its chocolaty goodness. The tagline is used as the campaign concept together with floating chocolate bars as the key visual.