The Playfulness Institute is dedicated to promoting adult playfulness as a pathway to flourishing, and we are always on the lookout for examples of how this mindset can be applied in various contexts. The recent “Never Square” campaign by Toblerone, perfectly embodies the spirit of playfulness that we champion.
Toblerone, a brand known for its distinctive triangular-shaped chocolate bars, has launched a new campaign that encourages people to question conventions and embrace uniqueness. The “Never Square” platform, developed in collaboration with the creative agency LePub Amsterdam, aims to inspire individuals to approach standards with a cheeky, progressive, and grown-up perspective – a mindset that aligns perfectly with our mission at the Playfulness Institute.
The campaign draws inspiration from the brand’s founder, Theodor Tobler, who daringly introduced a triangular chocolate bar in 1908 when the industry only offered square-shaped products. This innovative spirit is a testament to the power of playfulness in driving creativity and challenging the status quo.
As Steve Jobs famously said, “Here’s to the crazy ones, the misfits, the rebels, the troublemakers, the round pegs in the square holes… the ones who see things differently – they’re not fond of rules… You can quote them, disagree with them, glorify or vilify them, but the only thing you can’t do is ignore them because they change things… they push the human race forward, and while some may see them as the crazy ones, we see genius, because the ones who are crazy enough to think that they can change the world, are the ones who do.”
This quote perfectly encapsulates the spirit of the “Never Square” campaign and the values we hold dear at the Playfulness Institute. By embracing a playful approach to innovation, Toblerone has not only created a new product – the Toblerone Truffles – but has also challenged the conventions of luxury advertising by replacing precious gemstones with their delectable truffles.
The campaign’s creative execution, brought to life by photographer Zach Gold and director Alfred Marroquín, showcases how a playful mindset can lead to distinctive and engaging content that resonates with audiences. By tapping into the cultural zeitgeist and offering a fresh perspective on familiar themes, Toblerone has demonstrated the power of playfulness in capturing attention and driving innovation.
At the Playfulness Institute, we believe that cultivating a playful mindset is essential for individuals and organisations to thrive in today’s rapidly changing world. By embracing creativity, thinking differently, and challenging the status quo, we can unlock new opportunities for growth, resilience, and well-being.
Toblerone’s “Never Square” campaign serves as an inspiring example of how playfulness can be harnessed to drive innovation, engage audiences, and create memorable experiences. As we continue our mission to promote adult playfulness, we look forward to showcasing more examples like this and empowering individuals and teams to embrace a playful approach to life and work.
