In an increasingly competitive market and turbulent times, Finnish chocolate brand Karl Fazer found a sweet escape that satisfies customers’ cravings like never before. Introducing a machine that combines cutting-edge AI technology with the irresistible desire for Finland’s most beloved chocolate. Just lock eyes with the Desire-a-Bar to trigger an unforgettable and mouthwatering experience – with a hint of awkwardness too.
It’s no secret that Finns are known for their reserved nature. In a country where silence is golden, personal space is sacred, and emotions are often kept beneath the surface, the idea of openly displaying intense desire, let alone in the middle of a bustling shopping centre, feels foreign. Yet, that’s exactly what the Desire-a-Bar is asking people to do.
Located at the heart of Helsinki, Kamppi Shopping Centre, the Desire-a-Bar is a towering 3-meter chocolate bar that uses artificial recognition technology to detect and reward the ones who dare to embrace their desire. The rules are simple: stand in front of the gigantic chocolate bar and let your desire shine through your gaze for a couple of minutes. It might feel like an eternity to the reserved Finns, but those brave enough to hold their desire-filled, chocolate-thirsty stare are rewarded with a real chocolate bar.
Behind the scenes: desire meets innovation
The Desire-a-Bar’s magic lies in its innovative use of AI technology. Samuel Räikkönen, Creative Director at SEK, explains: “The Desire-a-Bar machine has been trained on open-source models to interpret a wide range of facial expressions, from the subtlest micro-gestures to unmistakable signs of desire. It tracks your gaze, reads the movements of your mouth and tongue, and can even detect a telling lip bite. To fine-tune its accuracy, we fed the system with curated examples and reinforced it through hundreds of expressions.”
“It’s like the chocolate bar knows exactly how much you want it and rewards you for being honest with your feelings. It’s a playful way to connect with people on an emotional level,” Anna Huttunen and Matilda Mäkinen, creatives at SEK, continue.
The aim was to highlight that Karl Fazer chocolate remains the most irresistible craving. Life is too short to postpone indulgence, Karl Fazer’s Senior Marketing Manager, Niklas Lindroos, adds: “We wanted to remind people that chocolate is more than just a treat – it’s a moment of joy, a stress reliever, and a source of pure indulgence. The Desire-a-Bar is asking Finns to break out of their comfort zones and let their love for Karl Fazer chocolate show. By sparking a range of emotions through this fun experience, we aim to build deeper, lasting connections with Finnish consumers that endure well beyond the moment.”
And that’s not all – a few lucky participants will also win the ultimate prize: a year’s supply of chocolate, thanks to the special golden bars.
