Premium chocolate brand Godiva has partnered with esteemed photographer and director Rankin, to produce a new immersive global campaign, that showcases the sensorial artistry of its new range, Godiva Masterpieces.
The campaign devised by creative agency CHI & Partners aims to bring to life how it feels to eat Godiva, and what sets it apart from other chocolate experiences.
The film will be debuted in the UK as part of a new partnership with cinema group, Everyman. The ‘Midweek Masterpieces’ series will run across all Everyman cinemas from September for 12 weeks, with all cinema goers receiving a complimentary sample of Godiva Masterpieces alongside their film ticket.
The campaign looks to stand out against category conventions and showcase Godiva as a multi-sensory chocolate experience – one that elevates the senses and lifts life out of the ordinary, all the while maintaining and enhancing Godiva’s reputation of exquisitely crafted, premium Belgium chocolate.
The modern and artistic creative was created to transform Godiva into a more accessible, everyday premium chocolate brand. Telling the sensorial story behind the brand, the film shows viewers how ‘Chocolate Never Felt So Good’.
Rankin, a famous portrait and fashion photographer is renowned as one of the world’s top photographers, having shot stars like David Bowie, Madonna and Queen Elizabeth II. The film also features an exclusive score by composer Tim Drum, each shot has been created to bring the Godiva experience to life.
Rankin, Photographer and Director, said: “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. We’ve tried to really tap into people’s senses, using things they associate with chocolate to illustrate all those wonderful tastes and textures.”
Sarah Horowitz, Head of Chocolate at pladis UK, said: “We are hugely excited to be expanding in the UK, working with Sainsbury’s to bring luxurious, premium chocolates and in-store experiences that are brand new to this market. We are confident this launch will delight discerning UK chocolate lovers.”
Micky Tudor, Creative Director CHI, said: “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.”
In addition to the Everyman cinema partnership, the Godiva Masterpieces launch in the UK is being supported by a national media, PR, sampling, out-of-home and instore campaign.
The Masterpieces premium chocolate range showcase three of Godiva’s best-selling signature flavours and shapes. The Dark Chocolate Ganache Heart reflects the passion that Godiva’s founding family put in to its original secret recipes. The Milk Chocolate Caramel Lion reflects the iconic symbol of the Royal Court of Belgium and the Milk Chocolate Hazelnut Oyster shell reflects the culinary delicacies delivered to Belgium by ships during the 18th century.
Source: Little Black Book