Desire-a-Bar

Karl Fazer’s beloved chocolate is the most irresistible of desires, and believes that sometimes, you just have to give in to your desire. With the launch of a new brand concept, we set out to challenge Finns to surrender openly.

It’s no secret that Finns hold a reserved nature. In a country where silence is golden, personal space is sacred, and emotions are often kept beneath the surface, the idea of openly displaying intense desire feels foreign.

We brought Finns’ sweet desire to life on a scale too big to ignore. Those who let go of control and dared to give in were rewarded.

Desire-a-Bar, a three-meter-tall Karl Fazer chocolate bar, was set up in the heart of Helsinki. The rules were simple: stand before it and give in to your desire — for what may have felt like an eternity to reserved Finns.