In Japan, women are responsible for giving Valentine’s Day gifts to the men in their lives, from husbands and lovers to male bosses and colleagues. And chocolate is the gift of choice. Modern women increasingly find these traditions stressful and superficial, but feel compelled by social pressure to participate. For Valentine’s Day 2018, Godiva partnered with Mori Inc. and Stink Studios to give women permission to turn tradition on its head by treating themselves and their friends first. The campaign included OOH print materials, an Anthem film, 14 Social films and 2 events.The anthem film, shot in Tokyo by fashion star Charlotte Wales, depicts the ultimate 'Galentine’s Day' for modern Japanese women, featuring an immaculately stylish and charismatic posse of friends as they spread love with Godiva. Stink Studios also produced a playful social content campaign that ran on Instagram in the weeks leading up to Valentine’s Day.CreditsCreative Agency: Mori Inc.+ Stink StudiosProduction Company: Stink StudiosDirector: Charlotte WalesClient: Godiva