Even kids deserve a sweet escape (from arduous tasks like homework, music practice and tidying-up). Every intricate detail was meticulously crafted to convey the monotony of such chores — using textures, colors and Layers to create less-than-desirable moments for kids. In addition to creating a new occasion to enjoy Chupa Chups, we built the ‘escape’ mechanism into the packaging itself—making the temporary escape feel that much sweeter.
Agency Network: Cheil Worldwide, Hong Kong
Production Company: Illusion
Chief Creative Officer: Paul Chan
Creative Directors: Lili Jiang, Ivan Au
Art Directors: Ivan Au, Elsie Lau
Copywriters: Paul Chan, Lili Jiang, Tatiana Le, Agnes Ho
Project Manager: Denise Chan