TCHO: Reality-Altering Chocolate
Roles: Copywriter: Carolyn Casper | Art Directors: Christy Lien, Tim Wu
Executions: OOH, Digital, Activation
The Objective: To make consumers not familiar with the chocolate brand TCHO excited to order the variety pack online.
The Idea: Good chocolate can drastically alter the course of your life. Unfortunately, you might not even know it. This campaign seeks to show how good chocolate can alter your perception of reality.
Life-Altering Chocolate | “What’s Important: Chocolate” | :30
MARY, a successful business woman, hastily walks into her big fancy apartment in a designer suit and throws her expensive bag onto her couch. She sits down and she pulls a TCHO chocolate bar out of her bag. She then turns the chocolate bar over in her hands and inspects the ingredient list.
VO: Mary has never had real chocolate in her life.The chocolate she usually eats has sugar listed as the first ingredient. Today it’s cacao. Real cacao.
SFX: The sounds of Mary unwrapping the chocolate bar and breaking off a piece for herself.
Mary unwraps the chocolate and breaks off a piece, staring at it between her fingers.
VO: You’ll thank yourself for this, Mary.
Mary takes a bite out of the chocolate bar. She chews carefully.
VO: Mary is about to realize how exactly chocolate should taste. What else has she been missing out on?
Mary looks awestruck, and looks up from the chocolate with wide eyes. She looks “awake” for the first time. She glances at her closet.
VO: She’s about to throw out her designer labels,
Mary then glances from the trash can to an open high school yearbook on her desk.
VO: Reconnect with her high school boyfriend,
Mary glances at a photo of her taken as a child in front of what the viewer can assume is her home.
VO: And book the next flight to her hometown.
Mary exits her fancy apartment building wearing a flannel, bean boots, a beanie and is carrying a rucksack, finally smiling.
VO: All in search of what else she’s missing.
VO: TCHO. Reality-altering chocolate.
END TAG: Image of TCHO Variety pack. Text overlay: TCHO. Sophisticated Chocolate.
Life-Altering Chocolate | “Au Voir to Bad Chocolate” | :30
BRIAN gets home from work in a nice looking suit and plops down on a nice looking couch, in a minimalist apartment that is lovely yet void of personality and color. He puts his bag next to him. While he looks put together and is wearing a nice suit, he still looks tired. Brian pulls a TCHO chocolate bar out of the front pocket of his bag, squinting at the ingredient list on the package.
VO: Brian has never had real chocolate in his life. The chocolate he usually eats has sugar listed as the first ingredient. Today it’s cacao. Real cacao.
SFX: The sounds of Brian unwrapping the chocolate bar and breaking off a piece for himself.
Brian unwraps the chocolate and breaks off a piece. He chews it carefully.
VO: Your entire life is about to change, Brian.
Brian takes a bite out of the chocolate bar.
VO: Once Brian realizes how chocolate should taste, he’s going to wonder what else he’s missing out on.
Brian is shocked and looks up from the chocolate with wide eyes. He looks “awake” for the first time. He glances to his right and sees a text from his girlfriend pop up on his phone.
VO: He’s about to break up with his girlfriend,
Brian stays sitting and glances around his apartment, looking at his work laptop next.
VO: Quit his job,
Brian then looks from his work laptop to a drawing of a plane seen on his counter.
VO: And flee the country.
Brian is now wearing a beret and holding a sketchpad, and is walking out his apartment door with a carry-on bag on his shoulder.
VO: All in search of what else he’s missing. Good luck Brian.
VO: TCHO. Reality-altering chocolate.
END TAG: Image of TCHO Variety pack. Text overlay: TCHO. Sophisticated Chocolate.
Life-Altering Chocolate | “Chocolate worth Fighting For” | :30
TOM is a nerdy-looking accountant who has just got off from a long day at work. While dressed in a business casual shirt, he is wearing sweatpants, implying he has been working from home. He puts his laptop back in his satchel and lies back down on the couch before reaching for his satchel and pulling out a TCHO Chocolate bar. He looks at the back and we see a close up of the TCHO ingredient list.
VO: Tom has never had real chocolate in his life. The chocolate he usually eats has sugar listed as the first ingredient. Today it’s cacao. Real cacao.
SFX: The sounds of Tom unwrapping the chocolate bar and breaking off a piece for himself.
Tom unwraps the chocolate and breaks off a piece, staring at it in the palm of his hand.
VO: Tom, your mind is about to be blown.
Tom takes a bite out of the chocolate bar. He chews it carefully.
VO: Tom is about to realize he’s been missing out on s a lot more than chocolate.
Tom looks completely dumbfounded while looking up from the chocolate with wide eyes. He looks “awake” for the first time. He glances at his living room table and he sees an old “Rock ‘Em Sock ‘Em” toy from the 90’s.
VO: He’s about to drop all of his clients,
Tom glances at his laptop.
VO: Put on his old boxing gloves,
Tom looks at his open closet that has a pair of boxing gloves hanging from from a box sitting on his top shelf.
VO: And prepare to get back into the ring.
Tom leaves his typical apartment building wearing an old fashioned boxing costume and wearing headphones. His boxing gloves are hanging around his gym bag.
VO: All in search of what else he’s missing. Knock ‘em dead, Tom.
VO: TCHO. Reality-altering chocolate.
END TAG: Image of TCHO Variety pack. Text overlay: TCHO. Sophisticated Chocolate.
