While being an intern at Pahnke my team had the task to create a spot for the new chocolate from merci – the first chocolate bar from merci which is not to give as a present to others but is for you. Finally a merci for yourself. To say thanks to yourself.
Target group are middle aged woman, who should give a treat to theme-selves for mastering their all day lives.
That is why I thought about negative behaviours which are not really negative but seen negative. Or better said: are a result of a positive behaviour, view or doing.
So as in the spot:
„you’re not unpatient – you just want to know“