Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... - Lacta | Clapboard Ad Archive

Lacta’s 2018 campaign Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G..., conceived by Wieden + Kennedy for the confectionery and snacks market in Brazil, takes a bold leap into the territory of metaphor-driven film work by inviting audiences into the fantastical interior universe of a Lacta 5Star bar. Playing with the question posed to chocolate lovers everywhere — what actually happens inside a bar packed with chocolate, biscuit, and caramel — the campaign crafts a vibrant and sensorial narrative that pivots away from standard chocolate advertising tropes and into an imaginative world built on larger-than-life symbolism. The creative execution revolves around striking, hyperbolic visual metaphors that symbolize the euphoric taste experience, harnessing play and fantasy to turn every bite of the product into an adventure where astronauts float, cities of chocolate emerge, and everyday games like rock paper scissors are reimagined with a confectionery twist. This approach sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit, distinguishing itself through an energetic fusion of narrative storytelling and exaggerated, immersive visuals that capture the multisensory hit promised by the brand. With five interconnected media assets, the campaign signals a deliberate shift towards experience-driven communication, giving the Lacta 5Star bar its own internal logic and playful persona designed to stimulate curiosity and desire among a young, digital-savvy audience. Delivered in pt-PT to maximize local resonance and achieving more than 2.2 million views on YouTube, the campaign demonstrates clear cultural traction and engagement within its primary market, further reinforcing Lacta’s brand presence at a point where the confectionery category is fighting for both attention and emotional relevance. Driven by Wieden + Kennedy’s signature command of spectacle and insight, the campaign maintains focus on the consumer fantasy — what it feels like, rather than what it is — translating product attributes into universes of delight and surprise to build equity well beyond rational product claims. Clapboard rates this campaign 66/100. In a maturing market crowded with functional messaging, Lacta’s Rock Paper Scissors, Astronaut, City of Chocolate, Ski, G... stands as a clear reminder that transportive storytelling can amplify desire and redefine category expectations when visual metaphor is elevated to the level of central creative idea.