The activation has been designed to promote the confectioner’s new Chocolate Mint ice cream. Located in Neal’s Yard, Covent Garden, the installation features a bar of Green & Black’s suspended in mid-air; its chocolate chunks falling into a flowerpot.
The sculpture was created by London-based foodie creative Jacqui Kelly. It will be kept in situ just for one day, before being cut into chunks for passers-by.
When dismantled, the artwork will reveal itself to be made from cake and Green & Blacks’ ice cream.
Agency Edelman worked alongside Kelly and the brand to create the concept.
The brand created a similar stunt in 2010, unveiling a giant ticket made of 1,500 chocolate bars.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.