What it had to solve
Creative studio LOBO was asked to craft a sugar-coated world for Mondelez's Lacta 5Star in a campaign out of Wieden+Kennedy São Paulo — a place where the brand's story could end in tragedy every time and still sell chocolate.
The idea
A thriving cocoa civilisation is wiped out by torrents of alien cookies; the camera pulls back to reveal it all happens inside a Lacta 5Star bar.
How it works
Across six animated spots, a cocoa community lives in peace and achieves high-profile success in space and beyond, before torrents of extraterrestrial cookies descend and wreak graphic cartoon havoc on the citizens. Each spot closes on caramel-laden tragedy as the camera pans back to reveal the entire civilisation sits inside a Lacta 5Star chocolate bar.
What it did
No campaign results were disclosed; the six spots gave 5Star a repeatable format in which the product reveal is the punchline of every catastrophe.
Background
In 2018, international creative studio LOBO crafted 'Chocolate World' for Mondelez's Lacta 5Star, out of Wieden+Kennedy São Paulo. The campaign animated a cocoa community coexisting in peace and achieving high-profile success in space and beyond — a sugar-coated civilisation at the height of its powers.
Then torrents of extraterrestrial cookies descend from the atmosphere and wreak graphic cartoon havoc on the citizens below. Each of the six spots ends with caramel-laden tragedy as the camera pans back, revealing that all of the activity actually takes place inside a Lacta 5Star chocolate bar — the invasion, the disaster and the whole world are the filling.
LOBO brought two decades of animation craft to the work; the same year the studio made the hallmark introductory film for the Annecy International Animated Film Festival, celebrating 100 years of Brazilian animation, and took home the festival's Cristal Award for a Commissioned Film for its Leica M-Monochrom campaign 'Everything in Black and White'.
Why it lands
The invasion metaphor casts rival snacks as alien invaders of a chocolate world — competitive positioning delivered as B-movie spectacle rather than comparison claims.
Making each tragedy 'caramel-laden' turns the product's own filling into the disaster's debris, binding the joke to a sensory attribute of the bar.
A six-spot structure proves the device is a system, not a one-off: any cocoa-civilisation success story can end the same way.
What you can take
A pull-back reveal turns scale into the joke: building an entire civilisation, then shrinking it into a chocolate bar, makes the product itself the last laugh of every film.
Since then
The source records the 2018 campaign and LOBO's concurrent festival recognition; no later results are mentioned.
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