M&C Saatchi Launches Chocolate-Coated Campaign For The Calyx
Sydney’s newest attraction, The Calyx opens its doors at the Royal Botanic Garden Sydney on 11 June 2016, to form the centerpiece of the Garden’s 200th Birthday.
The Calyx (pron. kal-iks, def. ‘The outermost whorl that protects a flower’) is a world-class horticultural experience that fuses art, theatre and flora through themed exhibitions. Launching with ‘Sweet Addiction’, the inaugural exhibition explores the botanic story of chocolate.
The Royal Botanic Garden Sydney, with creative from M&C Saatchi Sydney, will launch the exhibition with a multi- sensory campaign highlighting the surprise melding of chocolate and nature that goes live on 28 April with print, out of home, digital and PR executions.
Artwork for the Sweet Addiction campaign was informed by the colours of the cacao pod – the fruit from which chocolate is derived – in all its various stages of life. The concept titillates the senses to evoke people’s love of chocolate, while showcasing another side of nature to change people’s perception of the Garden.
At the centre of the advertising campaign is a giant ‘chocolate dessert’ fountain, which is symbolised by chocolate flowing over a bromeliad, a flower native to the cocoa growing regions.
M&C Saatchi executive creative director, Michael Canning said, “Nature and chocolate – two of life’s sublime pleasures, briefs don’t get much more uplifting. It was a real privilege to be involved in a unique project to launch such an incredible space on its big birthday.”
Environment Minister Mark Speakman said, “This year marks the 200th Birthday of the Royal Botanic Garden Sydney and we’re excited to celebrate it with the opening of The Calyx and our inaugural exhibition, ‘Sweet Addiction’. It’s going to be one of the most unique exhibitions in Australia – an opportunity to touch, see, smell, taste and experience chocolate like never before.”
The exhibition will be ongoing through to April 2017, with interactive chocolate-themed activities taking place throughout the exhibition period.
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