HAAGEN-DAZS
IN THE NAME OF REAL
We were tasked to establish Häagen-Dazs as the standard for ice cream. Our consumers are being cheated by ice cream brands who deliver artificial indulgence. Overlooking their lack of substance causes consumers to miss out on a flavor experience that is much more pleasurable.
Every pint of Häagen-Dazs starts with 100% real cream, and each flavor is crafted with the finest real ingredients. You won't just taste this difference, you'll feel it. This insight led to our campaign line...In The Name Of Real.
To bring "In The Name Of Real" to life we shot unscripted moments capturing the real chemistry between actor Bradley Cooper and his costar sharing the ice cream. We wove that footage together with sequences we created with real food experts Michael Roulier and Philippe Lhomme of Food Film using the real ingredients in Häagen-Dazs ice cream.
"In The Name Of Real" continues into the new Häagen- Dazs stick bar collection. As with the prior spots, we shot unscripted moments capturing the real chemistry between actor Bradley Cooper and his costar sharing the stick bars. Weaving that footage together with sequences we created with real food experts Michael Roulier and Philippe Lhomme of Food Film using the real ingredients in Häagen-Dazs ice cream products.
The imagery we created is used in print, outdoor, social, and in Häagen-Dazs shops all over the world. Each image, whether it features the crystal pint—a transparent vessel representing the brand’s commitment to real ingredients, or real ice cream shot with natural light and real ingredients— visually brings the idea to life.
Global OOH subway and digital boards for UK, France and Asia.
