Unwrap Wonder: Small chocolate with big ego and self-depreciation

Unwrapping a Hershey’s Kiss when you are young is a special moment – it is a mini present containing delicious milk chocolate. This ad campaign takes the feeling of that unwrapping wonder and transposes it to the Wonder of the Worlds. Along with this campaign is a digital experience using augmented reality to get users to unwrap wonder to win!

Wonders of the world

Humans have created awe-inspiring creations, none more impressive than the Pyramids of Giza and the Taj Mahal. The the first ad (above), the pyramid transforms into the Kiss and in the second ad, the crowning dome of the Taj Mahal is shaped like a kiss.

Transforming a bite-sized chocolate into a Wonder of a World, is ridiculous. Playing off the ridiculousness, the add mocks the comparison, while at the same time downplays the self-depreciation with the insertion of the word “minor.” So this ad in effect says hey were not quite a wonder of the world, but you know like right up there with the big boys.

Augmented reality experience: Unwrap wonder to win

A digital tie-in for the Unwrap Wonder campaign would harness the augmented reality app Blippar to get users to engage with the campaign to win prizes. The prizes could all relate to wonder, such a trip to Canada’s Wonderland, trips to Wonders of World locations, meet Stevie Wonder, Wonder Woman LA opener, etc.

The below GIF captures the user actions required to Unwrap Wonder to Win. Download Blippar and point it a Hershey’s kiss to see if you have won.