Häagen-Dazs campaign is supported by a series of local activations ranging from dance challenges and art exhibitions to eye-catching digital out-of-home experiences
Häagen-Dazs has burst into summer in Europe with an exuberant song and a colourful commercial that highlights its two-flavour packs with a visual device that’s hard not to notice.
The new Love the Mix campaign is one part of an ongoing campaign for the global concept, Don’t Hold Back, and true to its love the mixed message, the films are set to a new remixed version of The Chemical Brothers’ Grammy Award-winning song, Galvanize, by Swedish pop duo, Niki & The Dove.
“Creatively we used the fun concept of mixing and translated it to everyday scenarios. By showing each person in two different contexts, we wanted to celebrate the different, sometimes even opposing, sides to people. The split-screen format has had an upswing the past year, but with this campaign, we wanted to take things to a new level,” stated Marcus Hägglöf, Creative at Forsman & Bodenfors.
“With our new campaign, we wanted to highlight mixing as a way of living and in reality, we’re all multifaceted people and it’s refreshing when we embrace our different sides. We got this idea by asking people if they had a favourite flavour, many answers pointed towards that people have more than one, and it gave us an idea. It’s fun to experience ice cream in new ways, paired with new combinations of flavours and textures. Knowing this, we created bold new ice creams, making it easy to enjoy the benefits of mixing things up in life and encouraging people to not hold back,” explained Michelle Odland, Häagen- Dazs Global Brand Director.
The films are directed by Danish architect-turned-director, Torben Kjelstrup, from Hobby Film. His work has previously been Cannes Lions-awarded and resulted in a Latin Grammy nomination. Still photographer, Senay Berhe, the multi-talented creative behind Afripedia, gave the ice cream its premium feeling, which elevated the campaign.
The campaign is supported by a series of local activations ranging from dance challenges and art exhibitions to eye-catching digital out-of-home experiences. The campaign message will also be spread through collaborations with local ambassadors.