2026

Desire-a-Bar

Entrant Company

SEK | Part of GREY

Category

Experiential & Immersive - Brand Engagement Event

Client's Name

Fazer Confectionery

Country / Region

Finland

As chocolate prices rose, desire for Karl Fazer – Finland's most loved chocolate – declined.

So we built Desire-a-Bar: a three-meter-tall AI-powered monolith in Helsinki's busiest shopping center. Participants locked eyes with it. Facial recognition tracked their expressions in real time, unwrapping the bar as their craving grew. The more convincingly they desired, the closer they got to winning chocolate.

In a country where desire is rarely shown out loud, we made it public, playable, and rewarded – driving sales and growing market share in a declining market.