Kraft Foods employed creativity of its fans to promote Lacta chocolate bar in Greece. The company invited the fans of sweet treats to help it shoot a 27-minute film about love, which aired on Greece’s top TV channel and websites on St Valentine’s Day.

The campaign was developed by OgilvyOne Athens and engaged lots of people, who were writing the script, styling actors and even casting for the movie. The updates on the filming process appeared on the movie’s blog as well as on Facebook, Twitter, YouTube and Flickr pages. The short film is featuring some of the people from the creative team who can be spotted on the screen as extras.