Caja Roja#Film #Stills #Social #PR
Brief
Nestlé Caja Roja, Spain’s most iconic box of chocolates, wanted to refresh its image during the key Christmas season. The challenge was to connect with younger audiences, elevate the brand perception towards the world of luxury, and give cultural relevance to a product traditionally seen as a classic gift.
Idea
Inspired by the worlds of fashion and editorial culture, we brought each chocolate to life as a character with its own personality, styled and portrayed as if starring in a luxury fashion campaign. Starting from their wardrobe, character traits, attitude, and even the shape of each bonbon, we defined unique identities that translated into distinctive looks, poses, and narratives. Each chocolate embodied the essence of its flavor.
Output
Launched during Christmas, the campaign lived across social, digital, and TV channels, amplified through editorial activations and fashion influencer collaborations, asking the audience a simple but powerful question: “Which Caja Roja chocolate are you?” The campaign positioned Caja Roja in an unexpected aspirational territory, and built emotional connections with consumers of all ages. It became an internal success story at Nestlé, recognized as the most memorable Christmas campaign by the audience.
VML x Nestlé
Senior Creative & Lead Art Director
Art & Creative Proposal, Concept, Shooting and Post-production supervision.
VML Creative Team David Caballero, Irene Vidal, Alba Carbonell, Sergi Rabassa.
Director Gus&Lo
DOP Gustavo López
PP Oxygeno
Edit Pablo Carpal