I envision that advertising for chocolate is a very tricky business- how do you create a campaign that complements and captures the essence of the world’s most loved sugary treat? Or in other words- is the advertising good enough for the product? In this case, the answer is a resounding yes, and it is not even chocolate per se that the ad is selling, it is for a chocolate museum.
These illustrated posters were created by DDB Chicago to advertise an exhibition on Chocolate Around the World at the Chicago Field Museum. Creative director Paul Cohen worked with London-based illustrator Matthew Green to produce these delicious-looking print ads. I love the intriguing nature of the text– for example how the world’s largest chocolater maker can also be the world’s smallest chocolate maker, which draws the reader in… till learning about the history of chocolate sounds almost as good as eating it post Lent/New Year resolution.
I also like how the prints rely on one clean, graphic style image, thereby capturing reader’s attention but also leaving the rest to their imagination. Knowing that one intriguing and bizarre fact about chocolate is enough for readers to remember the campaign, decide that they want to find out more and feel like they are not being sold to. These ads accept and acknowledge that people tend to love chocolate and then draws and builds from this initial interest. Moreover, with the prints looking like the labels found on an expensive box of chocolates, it is no wonder that you want a taste of this unique opportunity, that you can savour and not be let down by. This is not your daily Cadbury’s dairy milk, but one of those luxury boxes of chocolates that your parents bring out when guests are over. That seize-the-moment, forget-the-diet, rare and glorious opportunity… sounds like a must-visit exhibition to me.