Love Letter - Miami Ad School (2012)
Hershey’s
This campaign was conceptualized and executed during my time at Miami Ad School in 2013 as a Valentine's Day concept for Hershey’s. The idea transforms a Hershey’s chocolate bar into a folded letter—tucked into an envelope like a secret waiting to be opened. It’s a nostalgic nod to the lost art of handwritten love, a time when emotions were sealed, sent, and savored.
Set inside books and magazines, the “chocolate love letter” was designed especially for long-distance couples, offering a warm, heartfelt alternative to generic gifts. It’s more than a treat—it’s a message of care, intimacy, and remembrance.“We loved with a love that was more than love. Share your chocolate with your love on Valentine’s Day.”
The envelope becomes a vessel of memory; the letter becomes the language of love. This campaign repositions chocolate not just as a product, but as a keepsake—something that carries emotion across distance and time. In an age of instant messages, it brings back the depth of a letter held in the hand, read slowly, and remembered forever.
To craft a romantic, tactile experience that feels deeply personal, especially for couples separated by distance. The goal was to enhance Hershey’s emotional appeal by blending its iconic product with the timeless charm of love letters.
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Traditional Valentine’s gifts often feel generic or impersonal.
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Long-distance couples face emotional disconnect during holidays.
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The challenge of turning a mass-market product into a meaningful, one-on-one gesture.
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Successfully integrated a physical design concept with emotional storytelling.
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Created a campaign adaptable for both print (magazine inserts) and digital delivery.
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Revived in later years with the help of AI tools to animate and reimagine the characters and scenes.
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Selected and recognized within Miami Ad School as a standout conceptual piece for emotional branding.
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