Giant 'dream jars' unveiled in London for Roald Dahl centenary

Giant 'dream jars' will go on display across London this weekend to celebrate Roald Dahl's 100th birthday and the release of the movie, The BFG, an adaptation of one of his novels.


The BFG Dream Jar Trail, in partnership with Unilever, launches tomorrow (9 July) and runs until 31 August.

It features giant jars up to 6ft tall, each containing the childhood dreams and aspirations of 50 celebrities and top artists such as Steven Spielberg, Sophie Dahl, Quentin Blake, Paralympian David Weir, Game of Thrones' Maisie Williams and HRH The Duchess of Cornwall.

Initially 34 jars will go on display, with the others being unveiled over the next two weeks.

Every jar has a unique design and has been placed in a specific London location, including Trafalgar Square, Arsenal's Emirates Stadium, St Paul's Cathedral, Leicester Square and the Tower of London. 

The jars will be auctioned after the trail in aid of charity Save the Children, as well as Roald Dahl's Marvellous Children's Charity. The trail is being run in conjunction with Roald Dahl 100, which is celebrating 100 years since the author’s birth with a series of events and activities throughout the UK.

Sophie Dahl, granddaughter of Roald Dahl, upon whom the main character of Sophie in The BFG is said to be based, said: "I am thrilled to be part of such a creative adventure in support of the incredible work of Roald Dahl’s Marvellous Children’s Charity. My grandfather was a great champion of dreams and imagination and I feel he would have been delighted to see his work supporting children in this way." has created a dedicated section of its website enabling visitors to view the art trail map, share their pictures and discover the stories behind each Jar and location.

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For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.

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