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Cinema Ad of the Week: Godiva 'Midweek Masterpieces' (UK)
Premium chocolate brand Godiva has enlisted esteemed photographer and director Rankin to produce a new, immersive global campaign that showcases the sensorial artistry of its new range, Godiva Masterpieces.
Devised by creative agency CHI & Partners, the campaign aims to bring to life how it feels to eat Godiva chocolate and what sets it apart from other chocolate experiences.
The film has debuted in the UK in partnership with cinema group Everyman, with the 'Midweek Masterpieces' series running across all Everyman cinemas for an initial period of 12 weeks. Cinema goers will also receive a complimentary sample of Godiva Masterpieces when they purchase their film ticket.
“I wanted to deliver an emotional impact with this film, I believe what we have created with Godiva will completely shake up the chocolate category," said Rankin. "We’ve tried to really tap into people’s senses, using things they associate with chocolate to illustrate all those wonderful tastes and textures.”
In addition to the cinema partnership with Everyman, the Godiva Masterpieces launch in the UK is being supported by a national media, PR, sampling, out-of-home and in-store campaign.
Micky Tudor, Creative Director CHI, added: “Chocolate fires off neurons and endorphins in equal measure. Hopefully, so does this film by Rankin. I challenge anyone to watch it and not want to lick the screen.”
Check out the multi-sensory immersive film below - and try not to lick the screen!
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