The Almond Board of Australia (ABA) has launched its ‘New Season’s Almonds’ campaign with the unveiling of a dress made from 3,000 almonds. The eye-catching dress, inspired by the 2010 ‘New Season’s Almonds’ campaign advertising imagery, was worn by model Rebecca Caulfield as she gave out free almonds on the streets of Sydney’s CBD.
Click on the image below to play the video in YouTube (HD)
The dress, designed by Australian designer Gillian Christie, was commissioned by ABA Marketing Manager, Joseph Ebbage.
Ebbage explains the thinking behind the campaign. “We didn’t want to take ourselves too seriously with this campaign and the dress is a great example of this. We wanted to inject fun, energy and life into our New Season’s Almonds campaign focusing on the great taste of newly harvested almonds. The dress is a memorable and quirky way to spread the word about this great Australian produce”.
Photography is by Geoff Howden. See more photographs on the Almond Board Flickr Photo Stream.