For this chocolate ad campaign, Schaffen Berger wants it to be known that its chocolates, like the people who love them, are "wonderfully complicated."
Ads for the chocolate were set up on bus shelters, noting that you could see yourself become the face of an ad by taking a selfie, tagging it with #wonderfullycomplicated and sharing it to Instagram. From there, people were given a choice of chocolate and personality notes to describe their personality. This included words like smooth, mellow, velvety, sharp, sweet and intense. If chosen, the user-submitted photo could be displayed on the interactive bus shelter ad, along with the traits that they chose to describe themselves, which is a fantastic way to infuse the chocolates with even more personality.