HÄAGEN-DAZS – HÄAGEN YAAAAASZ!
CHALLENGE: January is traditionally the month of restriction, resolutions and saying no. We wanted to turn that on its head, giving ice cream lovers permission to indulge in a little pleasure, even at the gloomiest time of year.
IDEA: We gave an iconic ice cream brand a cultural makeover, persuading Häagen-Dazs to embrace the language of the internet and change its name to Häagen Yaaaaasz! Through a brilliantly sassy series of stop-motion films, we turned the January blues into a celebration of saying yes, bringing the brand's core belief, “permission to indulge”, to life in a way made for social sharing. Amplified by a team of ice-cream-loving influencers, the campaign gave people a new mantra for the new year – and a delicious reason to ditch the diet mentality.
ROLE: Concepts & Copy
PITCH WIN
ICE CREAM ENTHUSIASTS
To spread our Haagen Yaazs mantra far and wide, we worked with a fabulous team of influencers from the worlds of food, fashion and wellness. Sharing gorgeous snaps and videos enjoying their little pots of indulgence, our campaign brought a little bit of joy to the gram in Jan.
MANIFESTO
If “NO” was a month, it would be January
It’s grey
It’s dull
If we’re honest, it’s pretty depressing
Wine after work? January says “nope”
New outfit for Friday night? January says “no way!”
Ice cream after dinner? January’s like “lol, you joking?”
What if we could make January say “YES!"
Yes to big lewks and little treats
With absolutely no regrets
Because when you start saying yes to life’s small joys
You start feeling like your best most beautiful self
And that’s exactly how our gelato makes you feel, too
Cos it might be mini in size
But it’s mega in flavour
And at 150 calories a pot, it can be enjoyed every damn day
Can we get a yaaaaas to that?
In fact...
Can we get a yaaaaas to breaking the rules of the most rubbish month of the year?
And for finally feeling the love for ourselves exactly as we are?
We sure can
And so
With a mini pot in hand
It’s time to say
Häagen-Yaaaaazs!
