GODIVA JAPAN
I LOVE YOU (BUT I LOVE ME MORE)
DIRECTOR — CHARLOTTE WALES
DP — JEREMY VALENDER
︎SCORE — ANDREW MCDONNELL
STYLIST — SHOTARO YAMAGUCHI
HAIR — AKI TAKEMURA, SHIZEN
MAKEUP — NAOMI NISHIDA
SET DESIGN — RIKA NAKANISHI
POST — GLOSS VFX
CREATIVE DIRECTION
I LOVE YOU (BUT I LOVE ME MORE)
Valentine’s Day in Asia is celebrated differently than in the western world. Women are responsible for gifting their male counterparts, bosses, friends, partners — in a formalized transaction known as ‘giri-choco’ or ‘obligation chocolate.’ It is a day that is fueled by social pressure and binary standards, and chocolate is the currency.
The campaign for Godiva Japan disrupts the crowded chocolate category by bringing in a fresh new mindset to a modern female audience growing weary of the ‘giri.’
DIRECTOR — CHARLOTTE WALES
DP — JEREMY VALENDER
︎SCORE — ANDREW MCDONNELL
STYLIST — SHOTARO YAMAGUCHI
HAIR — AKI TAKEMURA, SHIZEN
MAKEUP — NAOMI NISHIDA
SET DESIGN — RIKA NAKANISHI
POST — GLOSS VFX
CREATIVE DIRECTION
![](https://freight.cargo.site/t/original/i/34c35364aa96d9f2781d8c1c4cc663bb29c19aaa11a085ba265e983f18ead77b/HEROIMAGES_HORIZONTAL_godiva_02.jpg)
![](https://freight.cargo.site/t/original/i/db466f55c0337b520593c5202d169b3532f53ff0528f0a18755454b13ba1b507/HEROIMAGES_HORIZONTALSPREAD_godiva_box2.jpg)
![](https://freight.cargo.site/t/original/i/cc2b98e3dfddff64a4c530af8f69e812d63267aba903d2b61541dc1e339c968d/HEROIMAGES_HORIZONTALSPREAD_godiva_box3.jpg)
![](https://freight.cargo.site/t/original/i/aa350dbc6a57c8c512f3467367dde750a3fb7da67c9614b651a9f69c227efe9a/HEROIMAGES_HORIZONTALSPREAD_godiva_box2.jpg)
Introducing the concept of Galentine’s Day and #treatyourself culture to the Asian market — a new way to celebrate the day, free of a feeling of formality, obligation and social pressure. We demonstrate the essence of Valentine’s Day — a day to indulge in giving and receiving love to anyone and everyone.
![](https://freight.cargo.site/t/original/i/8e3c6b6dea237d9f78231d115e585ca0e817bc3ad54dcfe47566ed96a3c82648/HEROIMAGES_HORIZONTAL_godiva2_01.jpg)
![](https://freight.cargo.site/t/original/i/df76df3ee55b3048e32a9eae61c9a55361e8f277b188ef67ebba6cd28c108759/HEROIMAGES_HORIZONTAL_godiva3_02.jpg)
![](https://freight.cargo.site/t/original/i/c70583e0b878d8947b1dc9acff93ad5e752104d0597aff2c2143c2377fe13f1d/HEROIMAGES_HORIZONTAL_godiva3_01.jpg)
![](https://freight.cargo.site/t/original/i/d61557a7275136545bd3f0e2bb56f8f72fc77a609c010c52a7c8aa383206d876/HEROIMAGES_HORIZONTAL_godiva2_02.jpg)
![](https://freight.cargo.site/t/original/i/fb9441e42f7e6f29a933aeb32e781d377753af809bba8e8f99eb9afdce0bbea8/HEROIMAGES_HORIZONTAL_godiva_01.jpg)
![](https://freight.cargo.site/t/original/i/5ac8b8a5ca2cc4f8c88307e21ae32575ce0ea989eff926cc7db87ef15b047dd5/HEROIMAGES_HORIZONTAL_godiva3_01_02.jpg)
![](https://freight.cargo.site/t/original/i/e57796887beaaf37b42d7cba305d0089e24ef21a5f3d2155bd7987e4d760a646/HEROIMAGES_HORIZONTALSPREAD_godiva2.jpg)
![](https://freight.cargo.site/t/original/i/a91fe34071d79fa5bf19d3323b971ccd9365fdce3dde05b16727cb7acf0c88f0/HEROIMAGES_HORIZONTALSPREAD_godiva3.jpg)