2. T H E D A R K S I D ET H E D A R K S I D E
Ok, let’s just take a minute here to appreciate Easter. Easter is more than a holiday; it’s a time for family and
friends to spend quality, chocolate eating time together. Why else would Lindt be such an integral part in our Easter celebrations?
Now, what would happen if that trusted, delicious selection were to suddenly be removed?
- Deep breaths, it's ok. This is just a hypothetical.
What would we do if that delectable essence of our Easter were stolen?
Band together of course and ensure that justice is served, that the balance is restored and in all likelihood, celebrate with chocolate.
Lindt have a luxurious, elegant image. Introducing a hint of darkness, as a rich and decadent dark chocolate Easter bunny that was bitter
and bold enough to essentially steal everyone’s favourite eggs, but just the right amount of sweet to scatter them throughout the land.
Starting out in Lindt stores across Melbourne word would spread as news broke of a break in, shock and horror would surely ensue, but upon
viewing a crime scene styled display window and scanning the accompanying QR code, Lindt enthusiasts would be directed to the Lindt Easter
Hunt App, invited to register, and join the Lindt Easter hunt, to crack the clues, have an adventure and potentially win a lavish Lindt catered
Easter event featuring the new and bewitching dark range of Lindt.
3. T H E D A R K S I D ET H E D A R K S I D E
S H O P
I N S T I L L A T I O N
Along with the QR code being our flagship item, which was unavailable 5 years ago, we have also
investigated that the Lindt Shop only opened in 2009, which also allows for this portion of our
idea to be applicable to the brief.
4. T H E D A R K S I D ET H E D A R K S I D E
Q R C O D E
( i n s i t u )
5. T H E D A R K S I D ET H E D A R K S I D E
moremaps
T H E D A R K S I D ET H E D A R K S I D E
Cocoa was his name, but a particular
mutation brought his family ashame.
For this mutation was not in his eyes
of his ears, it lied deep within his soul,
a black pit which most would fear.
This dark pit wasnt always so bitter
and without gleam, it once flowed through
his body like velvet white cream.
This tale, however, wasnt about a bunny
gone a rye, it was about a bunny,
destined to make the world cry.
For his actions were so heinous and
disconcert, it pains me to
write this, reliving the hurt.
A B I T T E R S T O R Y
n e x ts k i p
moremaps moremapsmaps more
R I D D L E M E T H I S
P R O D U C T I N F O R M A T I O N
I N S T A G R A M
A B I T T E R S T O R Y
more
T H E S W E E T S P O T S
T H E A P P
Main page
If skipped, it will direct you to
a “More” tab outlining the
differenct options
The “Bitter” Story
(Skip or proceed with the story)
6. T H E D A R K S I D ET H E D A R K S I D E
maps more
R I D D L E M E T H I S
P R O D U C T I N F O R M A T I O N
I N S T A G R A M
A B I T T E R S T O R Y
T H E S W E E T S P O T S
R I D D L E M E T H I S
moremaps
I’m a common meeting
point where time is
everywhere
T H E A P P
more
R I D D L E M E T H I S
moremaps
A place built purely on
knowledge and spines
Select an option and it will
direct you to a new page More riddles
7. T H E D A R K S I D ET H E D A R K S I D E
moremaps
T H E S W E E T S P O T S
moremaps
T H E A P P
maps more
R I D D L E M E T H I S
P R O D U C T I N F O R M A T I O N
I N S T A G R A M
A B I T T E R S T O R Y
T H E S W E E T S P O T S
more
Select an option and it will
direct you to a new page
Google maps where the
pin drops are Easter eggs
“The Sweet Spots” saves your
locations through the scanned QR
code, get to all of them to
win the prize
Flinders St Station
Degraves St
Victorian State Library
Queen Victoria Market
Federation Square
8. T H E D A R K S I D ET H E D A R K S I D E
C R O S S O V E R
