Love in Action
Issue 15 | June 2010
Lacta is a leading chocolate bar in Greece. At the heart of all its brand communication there has always been the concept of love. The most recent TV commercials were essentially 30-second love stories, which the core target group, women 18-24, loved.
The challenge was to extend the ‘love story’ concept to movie length by getting the target audience to share their own love stories, which would then be turned into a screenplay and, finally, into a movie.
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