A picnic setup on a wooden table with a bottle of Chamond sparkling wine, two glasses of rosé wine garnished with lemon slices and rosemary sprigs, scattered pieces of bread, a citrus peel, a bowl of olives, and a plate of assorted snacks in the background, with a cushion and a small table visible in a cozy outdoor setting.

CHANDON Garden Spritz

Unveiling the Secret Garden: An Experiential Journey of Discovery

YEAR

2022

Art Direction
Visual Design
Market Research
Project Management
Photography Production
Video Production

MY ROLE

CLIENT  CHANDON
AGENCY  Admerasia
PROJECT LEAD  Maxwell Davidson
CREATIVE DIRECTOR  Shao-Jo Lin
3D DESIGNER  Vin Kim
HEAD OF PRODUCTION  Vivian Lau
PRODUCER  Isabel Ng

CREDITS

A mesh bag with peaches and a bottle of Calandron wine surrounded by additional peaches and oranges on a white surface.

When CHANDON introduced their Garden Spritz—a sophisticated blend of sparkling wine with locally sourced orange bitters—they required a localized activation for their global "Secret Garden" campaign. The challenge was transforming Georgetown, a historic DC neighborhood, into a hidden CHANDON wonderland where discovery became part of the experience and where the product's essence of nature, craft, and casual sophistication could be experienced rather than merely observed.

OVERVIEW

Neon sign reading 'Secret Garden' amid a lush wall of orange, yellow, and red flowers and green foliage.

Result

Basket filled with oranges and two bottles of champagne, sitting on grass next to a blanket or cloth.

The mission extended beyond simple product awareness. The goal was creating a multi-sensory experience that would generate genuine engagement through a series of immersive, visually compelling moments throughout Georgetown. The activation needed to inspire exploration and discovery, guiding participants on a journey that ultimately led to the revelation of the "Secret Garden"—the culmination of their quest and the ultimate destination for experiencing the new product.

This approach ensured that participants would not simply taste the product but actively participate in its narrative, becoming ambassadors who would naturally share their discoveries and extend the campaign's reach through organic social engagement.

Creative Objective

Red brick historic building with towers on a city corner, surrounded by trees, street lamps, and cars, under cloudy sky.

Georgetown was deliberately selected for its unique convergence of attributes: labyrinthine streets that naturally encouraged exploration, hidden courtyards that could transform into secret spaces, an upscale demographic aligned with CHANDON's positioning, and heavy weekend foot traffic that guaranteed exposure to both locals and visitors.

The neighborhood's inherent charm provided a natural backdrop for the activation, allowing for moments of surprise and delight that felt discovered rather than imposed—an essential quality for a campaign centered around the concept of a "Secret Garden."

Strategic Location

The activation was designed as a multi-layered treasure hunt—an adventure that invited participants to discover various "clue" locations throughout Georgetown, each offering a unique encounter with the CHANDON Garden Spritz brand and hinting at the location of the main "Secret Garden." This approach transformed passive observation into active engagement, creating a sense of adventure and building anticipation for the ultimate revelation.

The strategy deliberately balanced accessibility with exclusivity. While some elements were prominently visible to ensure broad awareness, others required more dedicated exploration, rewarding curiosity and creating a sense of discovery that aligned perfectly with the "Secret Garden" concept.

Creative Strategy

Orange citrus fruits displayed in crates labeled 'Chandon' at a market stall, surrounded by lush green plants and flowers.

Creative Solution:
5 Key Installations and Experiences

The activation manifested as a cohesive, multi-location experience that encouraged exploration while maintaining an atmosphere of mystery and exclusivity. Each installation reflected the brand's philosophy of blending natural elements with refined craftsmanship:

  • The main CHANDON Secret Garden served as the ultimate destination—an open-to-the-public tasting area adorned with lush flowers and orange-themed elements that reflected the product's natural ingredients and provided the perfect backdrop for social sharing.

  • Floral mini caravans at strategic locations (Dean & Deluca and The Wharf) acted as "clues" in the secret garden hunt, each filled with vibrant flowers and oranges that echoed the product's botanical character.

  • A water taxi transformed into a floating billboard and clue-giver, extending the activation's reach beyond Georgetown as it cruised the Potomac River.

  • An intimate Secret Garden at The Graham Georgetown hotel offered a more exclusive VIP tasting experience for those who uncovered this hidden gem.

People enjoying drinks surrounded by citrus trees with orange fruits
Woman in a white dress and hat holding an orange standing next to a flower display and a small vehicle adorned with flowers and oranges with a sign reading "Chandon Garden Spritz."
A cozy outdoor garden patio with orange trees, sun umbrellas, deck chairs with orange-themed cushions, a small bar cart labeled 'Garden Spritz', and a neon sign on a brick wall that says 'Welcome to our Garden'.

Secret Garden at The Graham

A flower-covered fruit cart advertising Chandon garden spritz with orange, yellow, and white flowers, placed on a sidewalk in an urban area.

Floral Mini Caravans at The Wharf

CHANDON Secret Garden (Main Event Space)

Floral Mini Caravans at Dean & Deluca

A bright orange and green boat with advertisement for Chambaton Garden Spritz on it, docked along a wooden pier with people sitting on the edge, overlooking a body of water with a bridge in the background.

Water Taxi Takeover

The activation generated widespread attention and engagement. The strategic placement of clues and installations ensured high visibility and participation, while the element of mystery encouraged attendees to share their discoveries online, significantly amplifying the event's reach.

The experience not only drove immediate awareness and sales but also laid a strong foundation for the long-term success of CHANDON Garden Spritz in the competitive spirits market. The project demonstrated how a global creative platform can be translated into a localized experience that resonates with specific audiences while maintaining brand consistency—creating a blueprint for future activations in other markets.

Women at a social gathering or event, smiling and holding drinks, with a floral and greenery backdrop and a sign reading 'Chandon Garden Spritz'.
Display of Chandon Garden Spritz drinks with various ingredients on a wooden table, framed by lush greenery with orange fruits, against a white wall with the branding sign.
A woman with blonde hair, wearing flower-shaped sunglasses and a floral top, smiling while filling a glass with a drink from a tap. She is standing in front of a decorative wall with orange and yellow flowers and green foliage.
A smiling man with a beard and mustache talking on a landline phone, amidst a lush floral wall with orange, yellow, and white flowers and greenery.
A wooden bar cart holding two bottles of pink sparkling wine, a glass of pink cocktail garnished with dried citrus slice and rosemary, with additional glasses of garnished drinks in the foreground.