MY WORK
Art Direction
Strategy
TEAM MEMBERS
Alexander M. Whiteway
CATEGORY
#Campaign
#DigitalMediaSpotConcept
M&M'S WORLD
A Little Sweetness, a Whole Lotta Peace
Project Description
Client : M&M's World
Location : Shanghai, China
Target : Patrons of the Arts / Ages 18 - 64
The Ask:
When asked to create an ad for M&M's chocolate candies inspired by a work of art, the kaleidoscope love of Brazilian Muralist Eduardo Kobra flashed forward for me as a guiding light of global cultural artistry and non-ad advertisement potential.
The Situation:
Kobra's recent painting called "Peace", which was painted on the MAAM Museum “Museo dell’Altro e Dell’Altrove”, which faces the historical Via Prenestina in Rome.
The subject of this painting is the youngest Nobel Prize laureate, teen Pakistani girl Malala Yousafzai, known for her activism to reclaim rights to education for women.
The revolution of our time is heavily weighed on these rights, and as the balance between the feminine and the masculine is forming, a greater sense of world peace is contributed. Our sweet tooth knew it all along.
The Opportunity:
Women's Rights and Education for everyone was not yet obvious enough, more attention and sweetness to this matter needed to be manifested.
The Solution:
Combining the Art of Kobra and its meaningful message in support of Yousafzai, with the sweet dance moves of the M&M's that we all love and want to eat all of the time.
