Cheese brand Castello, teamed up with ad agency Duval Guillaume to give New Yorkers the opportunity to taste their cheese in a very original way. A pop-up museum was setup at Grand Central Station, where famous still life paintings that contained images of cheese were reproduced with great precision with existing Castello cheeses. The difference? You could really smell and eat the copied works of art.
Over the course of two days, more than 500,000 visitors enjoyed the unique exhibition and 40,000 people actually tasted the cheese.