Philippine Fashion Week Launches Toblerone Truffles
AGENCY: BRAND WORX, INC.
Indulgence has always been tied to desire—especially when it feels rare, elusive, and worth the pursuit. Inspired by the allure of diamonds, we reimagined the Toblerone Truffles launch as more than an event, but an experience built around exclusivity, challenge, and discovery.
This thinking came to life through PHFW × Toblerone, where guests were invited into a heist-inspired world—transforming the launch into an immersive, aspirational moment where participation was part of earning something truly indulgent.
I worked on the campaign narrative and experiential messaging, shaping how the idea unfolded across invitations, on-ground copy, and key touch points throughout the experience, in close collaboration with the creative and events teams.
Rather than relying on traditional luxury cues, the experience leaned into participation as privilege, aligning with PHFW’s push to reinvent the runway—not as something to merely watch, but something to step into. By embracing Toblerone’s “Never Square” philosophy, indulgence was framed as something to be unlocked, not handed over.
The campaign transformed guests from passive attendees into active players. Every element—from the invitations to the on-ground moments—was designed to build intrigue, reward curiosity, and challenge expectations of what a fashion launch could be. The goal was not just to showcase Toblerone Truffles, but to make the act of discovering them feel earned, memorable, and worth sharing.
My Role:
- I helped shape the campaign narrative and experiential concept, translating the “Never Square” idea into an immersive runway-adjacent experience.
- I worked closely with the creative, fashion, and events teams to ensure the heist-inspired mechanics, invitations, and on-ground moments reinforced exclusivity, participation, and intrigue—turning the launch into an experience guests had to unlock, not just attend.
Experience is the New Luxury
Luxury today is no longer defined solely by how something looks, but by how it makes people feel. When brands invite audiences to engage, explore, and overcome small challenges, the experience becomes personal—and the product more desirable.
This project reinforced the power of experiential storytelling: when the idea is strong, the memory lasts longer than the moment, and the brand becomes part of the story guests choose to tell.
Gie de Jesus 