THE GENEROUS WALL

TitleTHE GENEROUS WALL
BrandANTHON BERG
Product/ServiceANTHON BERG CHOCOLATE
Category D04. Live Advertising & Events
Entrant ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Idea Creation ROBERT/BOISEN & LIKE-MINDED Copenhagen, DENMARK
Production GOBSMACK PRODUCTIONS Copenhagen, DENMARK
Credits
Name Company Position
Søren Christensen Robert/Boisen & Like-minded Strategy Director
Heinrich Vejlgaard Robert/Boisen & Like-minded Creative Director
René Sohn Kammersgaard Robert/Boisen & Like-minded Creative Director
Klara Vilshammer robert/Boisen & Like-minded Art Director
Christoffer Fejerskov Boas Robert/Boisen & Like-minded Art Director
Therese Vilstrup Robert/Boisen & Like-minded Account Manager
Liva Lisner Robert/Boisen & Like-minded Project Coordinator
Stefan Pflug Gobsmack Production Producer
Jonathan Grevsen Gobsmack Production Photographer

Write a short summary of what happens in the ambient or digital execution or campaign.

On a grey November day in Copenhagen, in the spirit of Christmas, we put up 1,540 Anthon Berg chocolate bags on a big wall and hoped it would inspire busy Christmas shoppers to be more generous to one another. Some bags were hanging 3,5 meters off the ground, so people had to work together in order to reach them, and soon they started sharing the chocolate with each other. After all, Christmas is all about being generous.

Cultural/Context information for the jury

The Danish Chocolatier Anthon Berg is known in Denmark for facilitating and inspiring generosity in society. Generosity is rooted in the product, all the way from production to distribution, and even in their communication. Being generous has proven to make people happier, but only 1 out of 10 experience generosity in their daily lives. So, in a time where walls are being built to divide, we decided to create one that could bring people together.