Tantrum Girl

Creative idea

We staged a live stunt at the airport: a young girl bursts into a tantrum when her mum returns without a Toblerone. The scene felt so real that passersby spontaneously filmed and shared it, turning them into our media channel. One video, captured by an English mom of Jamaican descent with no influencer background, went viral and amassed tens of millions of views. Before this, her TikToks had reached no more than 2k views. The clip’s nostalgic, authentic, and human tone made it instantly relatable. Once it blew up, we reached out to her and secured permission to use it.

Brand name: Toblerone
Advertiser / client: Mondelez
Product / service: Toblerone
Campaign name: Tantrum Girl
Agency network: LePub Worldwide
Agency: LePub, Milan
Agency chief executive officer: Bruno Bertelli
Chief creative officer: Cristiana Boccassini, Mihnea Gheorghiu
Executive creative director: Luca Boncompagni, Fernando Rubin
Creative director: Jack Christensen, Corina Patraucean, Rainor Marinho
Art director: Joao Araujo, Per Moe, Vincenzo Russo
Copywriter: Katharina Haller, Miriam Marin, Alessandro Traverso
Account director (agency): Dalila Salhi
Managing director: Daniela Di Maio (Prodigious)
Strategic planner / strategist: Alex Moore
Pr director: Eleonora Botta, Alessia Cornali
Director: Tommaso Galeazzo Bianchi
Director of photography: Matteo Terzaghi
Agency producer: Nicolò Dragoni, Alessio Zazzera, Pete Waite, Mike, Scarlet MayesMerritt
Additional company: ACD: Andrea Ferrara Chief Strategy Officer: Bela Ziemann Strategic Director: Max Richards Head of Strategy: James Moore Strategy Director: Iva Boksic Communication Strategy Director: Adam Lotz Social Media Analyst: Alberto Mura Client Service Director: Aurélie Quenardel Account Manager: Agata Fenaroli Senior Content Manager: Saraluna Goodloe Chief Production Officer: Francesca Zazzera Head of Creative Technology: Mauro Mazzei Head of PR and Communication: Isabella Cecconi