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Nestle – Perfect World

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When agency Gut São Paulo realized that the chocolate bar emoji 🍫 looks exactly like a Nestlé Classic, they knew they had to dive headfirst into the digital space of reactions and heart-eye-faces.

A young woman gets thrown into the world of diorama Instagram feeds and posed-for photographs. As she travels through the constructed backgrounds of her feed, she’s dropped into workout explanations on Facebook, live videos with sharks, and a strange, un-moored office space that traps her in a mirror-world. Eventually, she fights her way out, back to friends and the Nestlé bar they’re sharing, not the social media feeds they’re attached to. 

Full of exceptional production design by Landia and choc[pun intended]-full of quirky winks to social media trends and stereotypes, Perfect World is wonderfully designed and beautifully executed. Directed by Rodrigo Saavedra, he offers an in-universe perspective of social media that feels familiar and distant at the same time; a strange wonderland that becomes more and more sinister as the ad goes on. 

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