Clemenger BBDO and its activation arm, Traffik, have launched a new activation, SOFT, for Schweppes at the National Gallery of Victoria (NGV).
SOFT is a sensory-inducing space serving up all things soft and soothing—with soft textures, soft scents, soft lighting, a soft soundscape by acclaimed composer Jess Green, and, of course, plenty of delicious Schweppes soft drinks, mixers and premium sodas.
The activation brings to life the Schweppes platform, A Sip for the Senses, which the creative agency developed last year.
“We aim to make work Australians talk about,” Adrián Flores, Clems chief creative officer, said. “But now they can also feel it, taste it, and even hear it. And hopefully they will then talk about it. Preferably not softly though.”
Ant Philipps, executive creative director, said: “We want to make all of our work for Schweppes as much of a sensory experience as the product itself. With SOFT, we’re taking things to a whole new level. A really, really soft level.”
Senior creative Ellie Dunn added: “We’ve always had a soft spot for the NGV. So it’s an honour to create something there. I guess that technically makes us artists now?”
SOFT is running alongside the Yayoi Kusama exhibition, which is predicted to be NGV’s most popular exhibition of all time.
Lauren Fildes, general manager of marketing at Asahi Lifestyle Beverages, said: “We are thrilled to partner with the NGV to bring ‘SOFT’ by Schweppes to life. This experience is designed to immerse visitors in a complete sensory journey. Every detail has been thoughtfully curated to deliver a truly unique and unforgettable experience.”
The activation opened 15 December and runs through to 11 January 2025 in the NGV Garden. The softness continues during NGV Friday Nights with a soft pop-up Schweppes bar in the Gallery Kitchen.
CREDITS
Client – Asahi Lifestyle Beverages
General Manager – Marketing: Lauren Fildes
Head of Carbonated Brand: Jarrod Dooley
Marketing Manager: Simone Reid
Brand Manager: Emily Devine
Head of Sponsorships: Bianca Merrington
Partnerships & Events Lead: Amelia Standfield
Clemenger BBDO
Chief Creative Officer: Adrián Flores
Executive Creative Director: Anthony Phillips
Senior Copywriter: Ellie Dunn
Senior Art Director: Lisa Dupré
Chief Strategy & Experience Officer: Simon Wassef
Senior Strategy Director: Ness Quincey
Behavioural Scientist: Len Duniec
Group Business Director: James Kerr
Business Director: Tony Dediu
Traffik
Senior Producer: Katie Hood
Acting Managing Partner: Taryn Watson
Chemistry Set
Head of Cultural Design: Rhian Mason
Social Media and Content Director: Elly Brand