Galaxy "Galaxy silk" by AMV BBDO

Galaxy marks its packaging refresh with a fashion-focused campaign, featuring a collection of gravity-free fabrics.

Set to Grammy-nominated singer-songwriter Jain's song Makeba, the animated spot shows fabrics weaving around the screen in a way that is partly human and partly reminiscent of the plastic bag scene in American Beauty.

"Bold new look, same silky smooth taste" the ad reads, before unveiling Galaxy’s new packaging across a range of flavours.

Running on TV and digital media, the work was created by Anzhela Krikor Hayrabedyan and Luca Albert Grosso, and directed by Cole Paviour through Unit9 Films. 

In August 2019, the Mars-owned brand launched a campaign encouraging customers to unwind from the stresses of education, exercise, parenthood, activism and the working world.