Operation Bueno: Kinder Campaign
For a Super Bowl brief built to make overlooked brands stand out, Kinder Bueno becomes the center of a cinematic obsession.
Americans tend to stick to legacy candy, leaving Kinder Bueno’s perfect balance of hazelnut cream, crispy wafer and smooth chocolate undiscovered. The campaign flips that truth into a story: perfection is powerful enough to make even the world’s greatest villains lose control.
Operation Bueno unfolds across mystery sightings, dramatic character posters, city activations and a game-day film, following notorious villains on a global hunt for Kinder Bueno’s six perfect ingredients. The world watches as disappearances surface in headlines, villain posters reveal their obsession and huge Bueno boxes appear in major cities packed with 1,000 bars and hidden Super Bowl tickets. The search reaches its peak during the Super Bowl itself, where the film spot unveils their quest and real fans who found the boxes are revealed as part of the myth.
A new narrative is born: in the world of candy, perfection isn’t sweet — it’s irresistible.
For:
Kinder Bueno
Role:
Creative Direction,
Art direction,
Strategy,
Copywriting,
Digital,
Print,
Graphic Design.
Background:
Americans remain loyal to legacy candy, leaving Kinder Bueno overlooked despite its standout taste and texture. With its creamy hazelnut filling, crispy wafer, and smooth chocolate, Kinder Bueno turns everyday indulgence into a refined sensory experience. The Super Bowl is the perfect chance to break through, win hearts, and become a new favorite.
Insight:
Good sweets is like perfection. Everyone gets obsessed with perfection.
Big Idea:
Operation Bueno
The world’s most dangerous villains have met their match—not in power or fear, but in perfection. Kinder Bueno has sparked an obsession they can’t ignore. For the first time, these masters of control and precision unite, not to create chaos, but to hunt down the six ingredients behind one flawless indulgence.
This isn’t revenge. It’s Operation Bueno, and the world is about to taste it.
n1 phase: The Disappearances
“They were last seen searching for something rare.”
We introduce the villains through sightings in iconic cities, each searching for a Kinder Bueno ingredient. They leave no destruction, only whispers of "Bueno" and a quest for flavor perfection.
n2 phase: The Obsession
We shift from mystery to drama as each villain steps into the spotlight, revealing a metaphorical connection between Bueno and the antagonist.
Magazine covers appearing following the world news:
n3 phase: The Boxes
“Find the flavor, witness the obsession.”
We bring the story to life with a real-world activation across six cities. Each villain leaves behind a box, not as a gift but as their final statement.
—HUGE 50 Custom-wrapped Kinder Bueno boxed with 1000 buenos in cities worldwide
—1 themed box each with:
Personal villain quote inside
2 Super Bowl tickets - only 6 boxes contain tickets
n4 phase: The Film
The film spot follows their quest for the Kinder Bueno formula.
n5 phase: Revelation
“Join the obsession.”
We’ll celebrate the real-world payoff by showcasing the winners who claimed the boxes, received the tickets and became part of the story.
Activations:
Social: POV footage of people finding boxes
Static: Portraits of winners holding tickets (styled like villain shots)
Update the website with the winners
Case board:
Copyright ️️© Irinka Agurashvili