Green & Black’s Wild Escapes
An influencer-led activation that combined chocolate, nature & storytelling
Client:
Green & Black’s
The brief
Green & Black’s is known for its bold, premium chocolate — ethically sourced, naturally layered, and crafted with care. But in a competitive category, the brand needed a fresh, distinctive experience to reignite love and prompt reappraisal. Our challenge? Create a live experience that felt immersive and indulgent, while also staying grounded in the brand’s wild origins and rich flavour story.
Our curious spark
We let curiosity guide us to Wild Escapes — a nature-fuelled luxury experience that captured Green & Black’s unique duality: refined yet raw, indulgent yet meaningful. Every element — from the curated setting to the tasting experience — was designed to maximise the presence of key influencers, to stir emotion, spark connection, and bring the brand’s essence to life.
Why this campaign mattered
Green & Black’s wanted to be seen not just as a premium product, but a thoughtful ritual, a moment of mindful indulgence. Our goal was to shift perception and create an experience that felt deeply personal, intimate and shareable. In an age of scrolls and short attention spans, we made people pause, breathe, and taste.
Activating curiosity and creativity
Our curious crew at work
We led the strategic thinking, concept development and end-to-end production — bringing together the worlds of food, wellness and design with care and precision. From invitation design to media amplification, every touchpoint was intentional and beautifully crafted.
Proof that curiosity pays off
Scaled reach
90m+ total reach, 7,195 total engagements, and 110 custom Green & Blacks packs distributed.
Instant impact
2436 total competition entries and 4,721 site visits. 12 articles across premium titles including Stellar & Australian Women's Weekly.
Increased interest
41% of campaign reach came from earned PR and organic social. The campaign led to a significant reappraisal among premium chocolate consumers, and helped reposition the brand as a ritual worth savouring
Lessons in curiosity
Wild Escapes didn’t just showcase Green & Black’s — it invited people to feel it. To slow down, lean in, and experience indulgence as something deeper.
By blending physical experience with smart amplification, we proved that even the simplest rituals — like enjoying chocolate — can become something profound when you lead with curiosity.