Anthon Berg: THE GENEROUS STORE

Credits & Description:

Type of entry: Viral Advertising
Category: Viral Marketing
Advertiser: TOMS GRUPPEN
Product/Service: ANTHON BERG
Agency: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Advertiser TOMS GRUPPEN
Product ANTHON BERG
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Type of Entry: Viral Advertising
Category: Viral Marketing
Title: THE GENEROUS STORE
Advertiser/Client: TOMS GRUPPEN
Product/Service: ANTHON BERG
Entrant Company: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
DM/Advertising Agency: ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Creative Director: Michael Robert (Robert/Boisen & Like-minded)
Strategist: Søren Christensen (Robert/Boisen & Like-minded)
Art Director: Mark Rif Torbensen (Robert/Boisen & Like-minded)
Art Director: René Sohn Kammersgaard (Robert/Boisen & Like-minded)
Art Director: Anders Kure (Robert/Boisen & Like-minded)
Digital Director: Mathias Birkvad (Robert/Boisen & Like-minded)
Account Manager: Martin Hörrmann (Robert/Boisen & Like-minded)
Graphic Designer: Morten Grundsøe (Robert/Boisen & Like-minded)
Graphic Designer: Peter Vojnovic (Robert/Boisen & Like-minded)
Director: Niels Nørløv (Gobsmack)
Producer: Emilie Brandt (Gobsmack)
Producer: Christina Erritzøe (Gobsmack)
Digital Producer: Jorge Hernandez (Molamil)
Digital Producer: Ramiro Espada (Molamil)
Brief Explanation
The Generous Store. No cash or credit cards, just good deeds.
To reconnect their brand with generosity and inspire people to see the positive effects of being generous Danish chocolate brand Anthon Berg opened the world's first chocolate store where you couldn't pay with cash or credit cards, just good deeds. The pop-up store was only open for a day and had people queuing up for one and a half hours to make generous promises towards a friend or loved one on Facebook for a box of chocolate.