Galaxy, the Mars chocolate brand, is creating a giant edible outdoor advertising billboard to encourage shoppers to view pleasure as a necessity for a more fulfilling life. Passers-by will be able to pick up a chocolate bar from the installation in Westfield London.
The “#choosepleasure” activation is part of a wider campaign, “30 days of pleasure” with Time Out magazine where the brand is giving readers the chance to win 30 prizes such as a Galaxy picnic set or an “ultimate movie night”. Time Out will also be publishing daily editorial on the importance of living well.
The work will be supported with a digital campaign on YouTube and Instagram showing clips of ways that people have made time to choose pleasure in their everyday lives, such as outdoor yoga, taking a bath or meeting friends.