THE RHYTHM OF HER HEART

How could we deliver the silky smoothness of Dove Chocolate in a category that is full of stereotypical self indulgence cues? By creating an entirely new format in the market that makes you feel not only the silkiness of the chocolate but also the silkiness of the Dove girl. This was China's very first Musical commercial, and we based our theme on the classic jazz standard, Sway. The executional challenge was how to turn a simple Western song into a full blown Operetta that could follow a story through from set up to tension to resolution, and then to make sure that it all worked in Chinese!

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Surprising to us, the phrase "music and chocolate go well together on a rainy day" turned into a meme that became popular language for that whole year.

 

• The campaign was viewed over 140m times

• High completion rate of 37%