Never Square

Creative idea

With “Chocolate Like Nobody’s Watching,” Toblerone takes a step forward in strengthening its role as the cultural icon known for being Never Square. The campaign builds awareness of Toblerone as irresistible, premium chocolate by fighting overly unrealistic and standardized chocolate consumption and encouraging everyone to eat chocolate as they want. When craving chocolate, there shouldn’t be demure eating rituals. We want to devour it, munch it, and fully enjoy it. To demonstrate this, we created a campaign that portrays Toblerone’s visually stylish, premium, and highly crafted moments in which different people eat Toblerone without holding back.

Brand name: Toblerone
Advertiser / client: Mondelez
Product / service: Toblerone
Campaign name: Never Square
Agency network: LePub Worldwide
Agency: LePub, Milan
Media agency: Publicis Media UK
Agency chief executive officer: Bruno Bertelli
Chief creative officer: Cristiana Boccassini, Mihnea Gheorghiu
Executive creative director: Luca Boncompagni, Fernando Rubin
Creative director: Jack Christensen
Art director: Joao Araujo, Vincenzo Russo
Copywriter: Katharina Haller, Alessandro Traverso,
Designer: Daria Guseva
Account director (agency): Viktoria Ovtcharenko, Agata Fenaroli, Ana Tablado, Paige Tilley, Ramy Choueiri, Bella Kong
Client account director: Aurélie Quenardel, Kirsty Graham
Managing director: Daniela Di Maio
Strategic planner / strategist: Bela Ziemann, Max Richards, James Moore, Iva Boksic, Adam Lotz, Andrea Battista, Barry Ferguson
Senior planner: Alex Moore, Juliette Vignolet,
Pr director: Isabella Cecconi, Eleonora Botta, Alessia Cornali
Director: Martin Werner
Director of photography: Thimios Bakataki
Music: Marco Cucco, Sander van Maarschalkerweerd
Agency producer: Francesca Zazzera, Marta Sainz, Martina Mozzillo, Nicolò Dragoni, Marco Antonio Villarias
Additional company: ACD: Andrea Ferrara Head of Arta: Andrea Ferlauto Social Media Analyst: Alberto Mura Print Producer: Giorgia Bellondi Content Manager: Saraluna Goodloe Executive Producer: Alessio Zazzera, Romina Tedoldi, Robert Diment 1st AD: Lucas Cuevas