Never Square

Celebrating their heritage of 100-years-worth of non-conformity, Toblerone’s “Never Square” campaign is all about attitude. The key word here is unique and the spirit is that of mischief - challenging the status quo as the brand has been doing all throughout its long history.

To match the bold, norm-bending films, the music had to immediately grasp one’s attention, while not forcing a particular emotion on the viewer. The essence of the campaign is that the audience can form their own opinion - they can love or hate what they see, but they cannot ignore it.

What does such attitude-filled, attention-grasping soundtrack sound like? To avoid sounding too major or minor - too happy or sad - we put percussions at the core in an exercise to create an almost “moodless”, yet captivating and dynamic track. With non-confirmity high on the priority list, we focused on unusual, ear-grabbing sonic elements, highlighting a Brazialian instrument called Cuica with an instantly recognizeable, totally unique sound unlike anything you’ve heard before.

Just as the films slowly reveal their mischievous interpretation of everyday scenarios, this anything-but-square soundtrack lures the viewer in with its unusual instrumentation, as the hypnotising percussions build up to a bright rhythmic culmination.