Street Guerrilla

Castello Cheese: Eat the Art

By January 19, 2015 No Comments

To launch the Danish brand of Castello cheese in New York City, the brand created a memorable brand experience in New York’s grand central station. They created a pop-up museum in the middle of the busy terminal, with art pieces that passersby could eat. To do this, they recreated famous still life paintings that contained images of cheese. The difference was that visitors were allowed to reach into the paintings to taste the product. Watch how it was done below:

Alexis Verschueren

Making brand experiences that stick!

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