Green & Black's 'it deserves a little respect' by Brave

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A new poster campaign for organic chocolate brand Green & Black's attempts to convey the intense flavour of its milk chocolate. Created by Brave, which won the account last year, the £2m press ads will run in magazines in the run up to Christmas. The first ad shows an enormous chunk of milk chocolate with the line "chocolate intensity shown actual size" and a second reads "intensity, squared". Further ads for milk, as well as dark, ginger, espresso and hot chocolate will run until the new year, all with the theme "it deserves a little respect".

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Released: 10 December 2005

Credits

Project
It deserves a little respect
Client
Mark Palmer, marketing director for Green & Black's
Brief
Develop a campaign showing Green & Black's is a darker, more intense taste experience and the bittersweet cocoa-rich chocolate is used in all Green & Black's creations
Agency
Brave
Writer
Lord Russell Grineau
Art director
Colin Jones
Creative director
Beri Cheetham
Planner
Angela Wilson
Media agencies
Ingram & Matters Media
Photographer
Jeremy Hudson
Exposure
National glossy magazines

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