From December 15 and runs through to January 11.
Schweppes has launched an activation called ‘SOFT’ in the National Gallery of Victoria (NGV) via Clemenger and its activation arm Traffik.
SOFT is a sensory-inducing space with soft textures, scents and lighting, a soundscape by composer Jess Green and plenty of soft drinks, mixers and sodas.
The activation brings to life the Schweppes platform, ‘A Sip for the Senses’, which Clemenger developed last year.
Clemenger's chief creative officer Adrián Flores said the agency aims to make work Australians talk about.
“But now they can also feel it, taste it, and even hear it. And hopefully they will then talk about it. Preferably not softly though,” he said.
The agency’s executive creative director Ant Phillips said the team wanted to make all of their work for Schweppes as much of a sensory experience as the product itself.
“With SOFT, we’re taking things to a whole new level. A really, really soft level,” he said.
SOFT is running alongside the Yayoi Kusama exhibition, which is predicted to be NGV’s most popular exhibition of all time.
Asahi Lifestyle Beverages general manager of marketing Lauren Fildes said she's thrilled to partner with the NGV to bring ‘SOFT’ by Schweppes to life.
“This experience is designed to immerse visitors in a complete sensory journey,” she said.
“Every detail has been thoughtfully curated to deliver a truly unique and unforgettable experience.”
The activation opened December 15 and runs through to January 11 in the NGV Garden.
During NGV Friday Nights there will also be a soft pop-up Schweppes bar in the Gallery Kitchen.
Credits:
Client - Asahi Lifestyle Beverages
General Manager – Marketing: Lauren Fildes
Head of Carbonated Brand: Jarrod Dooley
Marketing Manager: Simone Reid
Brand Manager: Emily Devine
Head of Sponsorships: Bianca Merrington
Partnerships & Events Lead: Amelia Standfield
Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Director: Anthony Phillips
Senior Copywriter: Ellie Dunn
Senior Art Director: Lisa Dupré
Chief Strategy & Experience Officer: Simon Wassef
Senior Strategy Director: Ness Quincey
Behavioural Scientist: Len Duniec
Group Business Director: James Kerr
Business Director: Tony Dediu
Traffik
Senior Producer: Katie Hood
Acting Managing Partner: Taryn Watson
Chemistry Set
Head of Cultural Design: Rhian Mason
Social Media and Content Director: Elly Brand
