The story of 100% wonderful

A concept for Godiva chocolate and the launch of their Pure range. The idea was to launch this chocolate to the slashie generation with their cultural desire to be more than just one thing. Godiva Pure fitted this description perfectly being made with 87% pure cocoa while still being able to deliver a 100% wonderful experience. So this concept was born, where we play with the percentages of what makes up people’s lives and personalities. Ending in the one thing where we all want to be and have. 100% wonderful.

Role: Art Director / Copywriter. Agency: McCann.