The Taste of Love - Artificial Intelligence Teaser, The T... - Lacta | Clapboard Ad Archive

Lacta’s The Taste of Love campaign, delivered in Year by Ogilvy in the Greek confectionery and snacks market, reimagined Valentine’s Day brand engagement with a concept that blended feature filmmaking, interactive digital design, and emerging technology into one unified experience. Anchored by a long-form, emotionally charged narrative, the campaign’s centerpiece film cast viewers into a futuristic world, where a solitary man’s relationship with ELLi—an android endowed with advanced artificial intelligence but unable to comprehend love—triggers a moving exploration of what makes love itself elusive and uniquely human. The story pivots when ELLi receives an upgrade granting her artificial emotions, prompting a quest that blurs the line between programmatic logic and heartfelt feeling, while using chocolate as the symbolic and story-driving device at the heart of its emotional arc. Anticipation for the film’s debut was masterfully engineered through a digital teaser strategy: Lacta and Ogilvy introduced ELLi as a character online, extending the invitation for consumers to participate in the story by submitting personal photos to the campaign microsite, visualizing their own definitions of love. Utilizing actual artificial intelligence and dynamic machine learning, submitted images were analyzed and transformed into an evolving, interactive 3D mosaic, mapping emotional connection across a matrix modeled on ELLi’s ongoing learning process—an activation that not only made cutting-edge technology accessible and tangible to mainstream audiences, but also collapsed the distance between brand, narrative, and consumer insight. Positioning itself as more than a simple confection, Lacta seized the moment to reinforce its association with love’s most tender moments, capturing consumer attention by placing the product inextricably within the relationship drama while the interactive component gave audiences a way to become part of the brand’s evolving love story. The campaign’s storytelling approach sits squarely within what Clapboard’s taxonomy designates as FORMAT#5—Exemplary Story, where creative is driven not by moments or vignettes, but by a full narrative arc in which the brand’s product is vital to plot and resolution. By combining a cross-platform media strategy—deploying both feature film content and interactive digital assets—The Taste of Love set a new template for how storytelling and consumer participation can intertwine, especially within a highly competitive, emotionally-driven category. Clapboard rates this 78/100. As emotional storytelling finds fresh voice in the age of AI, this campaign demonstrates how a confectionery brand can claim cultural territory by owning not just the sentiment of love, but the evolving conversation around technology and connection.