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|Client||PERFETTI VAN MELLE|
|2 of 2 Campaign|
|Category||A01. Food Products|
|Entrant Company:||BBH ASIA PAC Singapore, SINGAPORE|
|Advertising Agency:||BBH ASIA PAC Singapore, SINGAPORE|
|Production Company:||SOFT CITIZEN Toronto, CANADA|
This global Chupa Chups campaign is based on the newly-developed brand strategy: 'Life Less Serious', in which the brand is positioned as an antidote to all things serious.
Central to the campaign is Chuck - a puppet who personifies a carefree youth attitude and always remains unfazed, no matter what life throws at him. The TVCs feature Chuck in various stressful
scenarios - being pressured by a distressed girlfriend, getting yelled at by an over-zealous personal trainer, and receiving catastrophic news from his doctor. In all these situations, Chuck ‘s
only reaction is to suck on a Chupa Chups, with his signature dead-pan expression.