Ad of the Day | TBWA\Paris and the Chocolate of French Men Launch the Chocolate of French Women

Mar. 05, 2024

To mark International Women's Day on March 8, 2024, Le Chocolat des Français, in collaboration with its agency TBWA\Paris, is launching "Le Chocolat des Françaises." A new range of four chocolate blocks designed to highlight pioneering women who left their mark on French history, but who have been unfairly forgotten by history.

To bring these inspirational figures to life, TBWA\Paris and Le Chocolat des Français came up with a series of chocolate blocks featuring the brand's distinctive and recognisable design. Each block features a woman who pioneered in her field, accompanied by an exclusive snapcode. By scanning them with Snapchat, the illustrations come to life, offering a unique interactive experience featuring four exceptional women:

• Alice Guy: Director, screenwriter, and producer, she directed the first fiction film in cinema history.
• Marthe Gauthier: Physician and paediatrician, she discovered the chromosomal anomaly responsible for Down's syndrome.
• Olympe de Gouges: A politician and pioneer of feminism, she campaigned for gender equality to be enshrined in the French Constitution.
• Sophie Germain: Mathematician, she worked on the elasticity of metals. Without her work, the Eiffel Tower would not exist.

Each of these women humorously recounts her story and how she was erased from history.

The campaign, true to the brand's humorous and colourful DNA, was produced in partnership with the talented directors and illustrators at Eddy Production. The campaign will be broadcast from March 8, 2024, while the chocolate blocks will be available exclusively on the Chocolat des Français website and instore from mid-February.

Le Chocolat des Français isn't just celebrating these women on March 8. For every block sold, €1 will be donated to the charity "Dans le Genre égales" which works to promote gender equality. Online, people are also invited to suggest new names of forgotten pioneers to expand the collection.