Redefining Dark Comedy in a “Chocolate World”

Death and dismemberment don’t rank high on the list of confectionery ad strategies but in the hands of Wieden+Kennedy São Paulo and the animation crew at LOBO, the macabre melts into the ridiculous and that is a welcome thing.

LOBO directors, Mateus de Paula Santos and Nando Cohen in São Paulo, Brazil: ” The main goal of the campaign is to speak to the youth market (from teens to college-age consumers), combining an irresistible appetite appeal with high entertainment value.

“The agency’s solution was to create a series of short spots full of moments of pure mayhem and dark humor in a world made entirely of plain chocolate.

“It was particularly challenging to depict such tragic situations as comedy, with characters being killed in gruesome ways and yet still making people laugh.

“The animations were created entirely in 3D CG, with the greatest care taken to reproduce the natural textures of chocolate and other ingredients.”


Client: Mondelez

Agency: Wieden+Kennedy São Paulo
Executive Creative Director – Renato Simões, Eduardo Lima
Creative Directors –
Head of Art – Bruno Oppido
Copywriter – Rafael Melo
Art Director – José Ferraz, Felipe Paiva
RTV/Agency – Regiani Pettinelli, Rafael Messias
Planner – Luana Azeredo, Lais Sangalo
Account – Daniela Glicenstajn Elkis, Vinícius Lopes, Isabelle Garcia, Bianca Olmos
Media – Alexandre Ugadin, Rachid Antun, Lais Folsta, Silvio Serpico
Social Media/ – Carolina Siper, Emily Rheded, Julia Garcia, Ana Veiga
Client Approval – Natalie Delgado, Adriana Nogueira, Bruna Bertão

Animation: LOBO
Director: Mateus de Paula Santos & Nando Cohen
Account Manager: Thaís Lopes, Márcia Guimarães
CG Director: Maurício Löbel
3D Post Producer: Cintia Miura
Storyboard & Animatic: Marcos Felix Llussá, Wilson F N Panassi, Tony Soares, Chan Tong Concepts: Marcos Felix Llussá, Wilson F N Panassi, Marcelo Souto, Fernanda Oliver, Alexandre Eschenbach, Márcio Guerra
Modeling: Bruno Saber, Lucas Lira, Guto Sposito, Marcos Smirkoff, Leonardo Rezende, Felipe Bassi, Duda Rodrigues, Natan Zuanaci
Textures: Bruno Saber, Lucas Lira, Natan Zuanaci, Marinho Silva
Rigging: Flávio Castello, Alexandre Cabral, Felipe Gimenes
3D Animation: Stephanie Kajimoto, Daniel “Bahia” Figueirêdo, Victor Dinis, Raphael Vinicius Silva, Jorge Zagatto, Daniel Alvite
Simulation: Lucas Stringhetti, Gabriel Tavolaro, Christye Lira
Render: Marinho Silva, George Damiani
Composition: Maurício Löbel
Color Correction: Letícia Blanco
2D Animation: Felipe Silva, Estevão Santos, Dênis Milani Adriano
Editor: Herbert Gondo Tachibana
Producer: Priscila Conde
Post Producer: Clara Morelli, Michelle Vinotti, Helena Jardim