The activation was designed to raise awareness and money for the local farmers and communities that harvest Mondelez’s cocoa. With this in mind, it was important not only that the impact was measurable and demonstrable to help consumers understand and participate without trivialising or commoditising the cause, but also that the concept was highly visible and engaging to ensure maximum impact and awareness.

So, we created an eye-catching and participatory centre piece that would grab attention and get people involved: A life-size static wooden tricycle cleverly designed to resemble vehicles used in Ghanaian Cocoa farming. Shoppers were encouraged to peddle the trike and watch the kilometres clock up on a counter in front of them. For every kilometre cycled, a donation goes to the Initiative.

The trike was constructed from sustainable timber and used discarded second-hand bike mechanisms and wheels, ensuring the message of sustainable action was carried through into every detail. In addition to the to the tricycle, consumers were invited to purchase a custom designed tote bag for their purchases which would also contribute to the overall donations.