A More Generous World
Anthon Berg is an international premium chocolate brand. It was founded in Denmark in 1884 and it is to this day owned by the Anthon family.

The brand was founded on the value of generosity to create cherished moments. After a deep dive on research and brainstorming, we came up with the concept of a campaign that would help people be more generous towards each other.

The idea was simple: a chocolate store that only accepted generosity as currency. A way to authentically own the brand’s roots and differentiate from the competition.

Project Scope/My Role as Creative Director -
Collaborate with team to deliver:
• Social Strategy
• Concept Development
• Creative & Art Direction
• Video Directing, Production & Editing
• User Experience Design
• Facebook Application
• Branded Content
• Street Team Live Launch Event
• Brand, Product & Campaign Messaging/Copy Writing

Good Deeds campaign and the Generous Store pop up
The popup store was built overnight in one of the busiest streets in Copenhagen.

In order to buy the chocolate, you had to publicly promise to perform a specific generous deed. The bigger the chocolate box – the bigger the promise. We used Facebook to pick the recipient of the generosity and make the promise public.

The cashiers used iPads equipped with custom software that processed the Generous Exchange.

Impact:
The results were staggering - 100,000 people saw the shop in five hours. Over 1000 influential internationally sites wrote about it, and an estimated 3,750,000 facebook and Twitter users posted a feed about it. Sales rose on the market with 12% compared to the same month the year before.

The larger campaign wove the concept of Generosity into familiar settings in travel retail locations on large billboards with messages such as "thank you for watering the plants" along with a customer and product shot.

To give the activation social legs, at the point of sale in shops we had a generosity generator, which took a picture of the customer holding up a sign with a sweet and generous message–and was immediately posted to the customer's (and Anthon Berg's) social channels.

Recognition:
Bronze winner at the Cannes Lions, Gold and Silver winner at the Epica Awards, winner at the Bees Awards, 3 x Gold winner at the Danish Creative Circle Award, winner at the Danish Internet Awards

Building on Success
Based on the success of the Good Deeds pop up, we fast followed with the Anthon Berg Generous Chocolate Upgrader
located at Airports around the world. Think: Good chocolate for bad seats.

The concept of Generosity is flexible and works incredibly well in all types of messages and across channels. And most importantly, it always leaves the consumer with a happy feeling, which has been proven to drive product sales.

The Airport Upgrader is a great example of bringing Generosity to life.