Love in Action

Lacta, a chocolate bar from Greece, won customers hearts in this innovative digital campaign that involved them at every stage of production.

Using social media and crowdsourcing, Lacta asked people to send in a love story with a view to turning the best one into a branded entertainment film.

But Lacta didn't stop there. Using TV, radio, print and in store, they then asked people to go online and help them cast and style the actors.

With digital well and truly at the core of this campaign, everyone felt they had a say in the finished product. In fact, by the time the branded entertainment film finally aired on primetime TV - with a hit song to boot - Lacta had become one of the most talked about products in Greece.

Now that is lovely.