With the arrival of Christmas, our tables are filled with sweets and all kinds of culinary treats. Among them, Caja Roja de Nestlé, an emblematic brand at Christmas time, could not be missing. It has just launched a new image and a new rectangular format in the 200 gram box.

On this occasion, Nestlé has launched a campaign on the 15 screens of Circuito Gran Vía. A DOOH action of advertising domination in the most important commercial artery of Madrid, which includes a 3D piece on the outdoor screens of Cines Callao and a conventional outdoor campaign on the screens of the Lope de Vega, Coliseum and Rialto theatres. The work has been complemented with the distribution of product samples in Samplia’s establishment in Gran Vía, 46, opposite the Cines Callao building and very close to the Rialto and Lope de Vega theatres.

Each chocolate, a personality The campaign appeals to identify with one of the chocolates in the Nestlé Red Box, with a piece in which fashion and style merge with flavour and appetite to create a unique visual and emotional experience.

Under the slogan ‘Which bonbon are you?’, the ad celebrates the uniqueness of the 11 chocolates in the Red Box (Cuore, Orange Suprême, Crème Noissete, Blanc Praliné or Amande, among others), showing a fashion show in which each model, look and staging represents a bonbon that always appears in the background of the catwalk.

e 3D piece shows the full appeal of the contents of the Red Box, focusing in particular on the Cuore and Amande chocolates, which emerge from a small sea of chocolate inside the box to appear to protrude from the screen, while the lid shows images of the different models associated with each of the chocolates.

The campaign was conceived and created by Wunderman and the 3D adaptation was carried out by Nestlé Content Studio, the company’s in-house creative agency. Media management was handled by Group M.

Free application

In order to receive a Red Box chocolate at the Samplia shop located at Gran Vía, 46, it was necessary to download the free Samplia application onto the mobile phone and obtain the corresponding campaign code. Subsequently, the user could anonymously give his or her opinion on the product tested.