TIDY-UP

Short List
TitleTIDY-UP
BrandCHUPA CHUPS (SNACK TO HOME LIMITED)
Product / ServiceCHUPA CHUPS
CategoryG02. Illustration
EntrantCHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Idea Creation CHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Media Placement CHEIL WORLDWIDE HONG KONG, HONG KONG SAR
Production ILLUSION Bangkok, THAILAND

Credits

Name Company Position
Paul Chan Cheil Worldwide Hong Kong Chief Creative Officer
Lili Jiang Cheil Worldwide Hong Kong Creative Director
Ivan Au Cheil Worldwide Hong Kong Creative Director
Ivan Au Cheil Worldwide Hong Kong Creative Director
Elsie Lau Cheil Worldwide Hong Kong Art Director
Paul Chan Cheil Worldwide Hong Kong Chief Creative Officer
Lili Jiang Cheil Worldwide Hong Kong Creative Director
Tatiana Le Cheil Worldwide Hong Kong Copywriter
Agnes Ho Cheil Worldwide Hong Kong Copywriter
. . Illusion, Bangkok Illustrator
Denise Chan Cheil Worldwide Hong Kong Project Manager

Background

Our brief was to promote Chupa Chups to a wider audience and create a new occasion to enjoy the iconic lollipop.

Describe the creative idea (40% of vote)

A SWEET ESCAPE. Even kids deserve a sweet escape (from arduous tasks like homework, music practise and tidying-up).

Describe the execution (40% of vote)

Every intricate detail was meticulously crafted to convey the monotony of chores such as homework, music practise and tidying-up. We used different textures, colours and layers to create less-than-desirable moments for kids—making the temporary escape feel that much sweeter.

List the results (20% of vote)

Chupa Chups had found its voice. The campaign became a striking representation of the brand. The meticulous craftsmanship became a symbol of its unwavering devotion to confectionery—whilst creating a new occasion to enjoy Chupa Chups.