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Galaxy's Edible Chocolate Advert Encourages Shoppers to #Choosepleasure

The giant billboard will be covered in Galaxy chocolate bars for passing members of the public to remove and enjoy

Galaxy's Edible Chocolate Advert Encourages Shoppers to #Choosepleasure

It is time to #choosepleasure and so Galaxy is kicking off its new series of activities with a delicious giant chocolate wall, coming exclusively to Westfield on the 15th June.

The giant wall will be made up of real Galaxy chocolate bars and shoppers will be encouraged to choose pleasure by helping themselves to a bar as a free gift from Galaxy.

The aim is to encourage people to see pleasure, not as a luxury, but as a necessity to a more fulfilling life.

This experiential activity is part of a wider campaign with Time Out magazine called ‘30 days of pleasure’, which will give readers of Time Out the chance to win 30 Galaxy-themed prizes from ‘The ultimate movie night with Galaxy to a ‘Galaxy picnic set’. Galaxy and Time Out will also be publishing daily articles online on the importance of living well, which will be shared throughout the partnership.

Galaxy will be supporting this activity with a digital campaign that which will be hosted on YouTube, with a #choosepleasure hub on Instagram. The digital clips will show different scenarios in which people have made time to integrate pleasure into their days: meeting friends for a sit-in coffee, taking a bath in a hectic day, enjoying a good book in a library and making time for outdoor yoga in a park.

Laura Milne, Galaxy Brand Activation Manager, said: “We are absolutely thrilled to be launching our new #choosepleasure campaign, with an interactive installation at Westfield, White City.

“This product-covered billboard is the first of its kind for us, and is true to the brand, and we hope that we can extend the Galaxy message of how important it is to take a moment to yourself every day to see pleasure as a necessity.”
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Advertiser: Galaxy

Brand Manager: Laura Milne

Creative Agency

Creative Agency: AMV BBDO

Media Planner: Daisy Ross

Account Management: Natasha Hoban, Abdo Hafiz, Abbi Brown and Sophie Keattch

Creatives team: Chaz Mather and Lucy Jones (Print)

Social Creative: Tim King and Don Dennis

Media Agency

Media Agency: Zenith (Buying), Mediacom (planning)

Production Company

Production Company: MTKG

Digital Production Company

Digital Production: Joanna Charalambous

Category: Food , Sweet