The Challenge

The world cocoa price has collapsed.
That means farmers like Rosine just can’t earn enough to live with decency.

The Fairtrade Foundation needed an integrated campaign to support female cocoa farmers across the world.

The Glimpse

Imagine a world where...
every newsagent had a delicious secret

We built a typical newsagent in East London – complete with shelves, a working till and really bad lighting.

Behind the bars of chocolate we hid a small brass button, which triggered a revolving door and a magical surprise…

A secret hot chocolate salon that brought Rosine’s story to life.

The Impact


Visitors in a week


Views on Facebook


Pieces of editorial