HAAGEN-YAAZS
CHALLENGE: Encourage ice cream lovers to enjoy a little indulgence - even in January - with the help of Haagen Dazs mini pots.
IDEA: Say no to January blues, say “Yaaaaazs!” to real indulgence. With the sassiest series of stop motion videos, we added a scoop of positivity to social feeds at the gloomiest time of year. Bringing to life the brand’s core value of ‘permission to say yes’, our sparkling videos and instantly iconic mantra turned January dieting culture on its head - and reached fans far and wide with the help of a team of ice cream-loving influencers.
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-Yaazs!
