The Brief: Launch Toast’em Choco Perfecto as a rich, indulgent chocolate loaf that transforms everyday moments into something extraordinary, creating high-impact awareness among urban consumers.
The Challenge: Bread is a low-attention category. The launch needed to break commuter monotony, surprise consumers, and create a strong sensory connection to the chocolate flavour.
My Role: Art direction, key visual and campaign concept development, packaging and train wrap design, production coordination, and adaptation across digital, print, DOOH, and in-store touchpoints.
The Solution: We turned an LRT Kelana Jaya train into a fully immersive “Choco Perfecto” experience with full interior/exterior wraps, custom audio cues, chocolate-scented diffusers, and QR codes linking to product videos.
Outcome: The campaign achieved strong visibility and commuter engagement, transforming routine travel into a memorable sensory experience and reinforcing Gardenia’s leadership in bread innovation.
