Concept a print ad and two out-of-home advertising approaches that speak directly to young nurses working night shifts, positioning Tony’s Chocolonely’s seasonal Halloween products as an energizing treat during long shifts.

Research focused on night-shift nurses’ energy habits, food choices, and emotional connection to seasonal nostalgia. Findings showed that nurses often rely on sugar and caffeine to stay alert and value portable snacks that balance indulgence, health awareness, and ethical sourcing.

Tony’s Chocolonely is the smarter way for night-shift nurses to recharge, a nostalgic Halloween treat that provides comfort and energy when they need it most.

A Halloween-themed print and out-of-home campaign using bold color, simple copy, and Tony’s recognizable branding to connect with nurses during their commute and work routines, reinforcing the brand as a feel-good source of energy throughout the night.