Les terrifiants bonbons d'HALLOWEEN - Turning children into creative directors

Halloween is the 3rd largest commercial event in France and candy is right at its heart and soul. As a brand, Haribo equals childlike happiness and creates unconcerned, spontaneous moments of joy. This fits perfectly with Halloween, an event that gives everyone an indulgent break from everyday life. However, as children turn into adults imagination and time for a break becomes limited. We wanted to change this, and move Haribo from simply being a supplier to a brand with a clear cultural role at Halloween. So, we set out on a journey to reignite Halloween imagination with Haribo.

We turned Halloween on its head by handing over the scary storytelling to the most imaginative of all: kids. A campaign imagined by children's overflowing creativity and illustrated by the artist Nicolas Barrome Forgues. These stories were brought to life through online film, on-pack, Social Media, and Augmented Reality illustrations and point-of-sales.

pitch win // creative strategy

Agency: MNSTR

Awarded silver at Grand Prix Stratégies du Digital, Brand Content 2019

— Stratégies

Awarded Bronze at TOP/COM 2019

— Top/COM