The brief was simple: 3 Musketeers is 'Light' and 'Fluffy'. We thought that brief was simple, but also stupid. So we got the planner to agree it was stupid. Then got the client to also agree it was stupid. Once everyone agreed just how stupid that brief was - we were ready to roll.

So...

We wanted to bring the '3 Musketeers' Chocolate bar back to relevance by digging into something that someone...somewhere was wondering. Why 3 Musketeers? It's a great example of having nothing to say and making that nothing everything. As the Art Director on this project it was a joy exploring the rich, deep history of these incredible characters - and then doing absolutely nothing with it.