WE WANT WHAT WE CAN’T HAVE

James Averdieck liked the idea of running a chocolate business

So much so that he told people he did

Even before he really did 


But when his dream became reality in 2003

He had the business but no brand

His idea was for a brand called The Belgium Chocolate Company 


He told this to the agency Big Fish

They told him it was an awful name

That made them think of grannies who smelled like talc and wee


So he asked them to better it

Build him a brand that didn’t remind people of grannies and wee

A brand that made chocolate puddings fee indulgent and special

He left them to it

A couple of weeks later he went back to see how they had got on

They started by showing him a beautiful brand called Gü

It had wonderfully indulgent packaging 


And a grown-up elegance unlike anything he had seen before

Unfortunately, it was a competitor brand

They had uncovered it during their research

James was gutted


Gü had nailed it

How was he going to compete with that?

When he was feeling most despondent

Big Fish revealed they’d been lying

Gü wasn’t a competitor

It was their creation for him

He bought all their work then and there

The name, the visual identity, the packaging

They had showed him something he couldn’t have

So he saw what he loved

And was desperate to have it

Not what it lacked or how it needed tweaking

Big Fish had done something amazing

They had turned their client into a jealous competitor

Because they knew that we all want what we can’t have