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
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
Result
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
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
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.
Secret Garden at The Graham
Floral Mini Caravans at The Wharf
CHANDON Secret Garden (Main Event Space)
Floral Mini Caravans at Dean & Deluca
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.