In pictures: Green & Black's creates seven-foot ice cream sculpture

Chocolate brand Green & Black's Organic has erected a towering edible sculpture in London today (23 July).


The activation has been designed to promote the confectioner’s new Chocolate Mint ice cream. Located in Neal’s Yard, Covent Garden, the installation features a bar of Green & Black’s suspended in mid-air; its chocolate chunks falling into a flowerpot.

The sculpture was created by London-based foodie creative Jacqui Kelly. It will be kept in situ just for one day, before being cut into chunks for passers-by. 

When dismantled, the artwork will reveal itself to be made from cake and Green & Blacks’ ice cream.

Agency Edelman worked alongside Kelly and the brand to create the concept.

The brand created a similar stunt in 2010, unveiling a giant ticket made of 1,500 chocolate bars.

More: In pictures - Green & Black's launches Taste & Colour tour in Brighton

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