Integrated Campaigns

Häagen-Dazs

Everyone gets a piece of your day. This one's yours.

Concept execution

The Last Spoon, 10:40 pm. Shoes off, phone face-down, the pint finally open.

The brief / 02

An integrated campaign about the last spoon: the one moment of the day that belongs to no one else.

Integrated CampaignsStrategy / Concept / Creative directionExplore the work / 8 images ↓

01Challenge

Premium ice cream is usually sold as something to share, or a reward for special occasions. For busy adults, those occasions rarely come. The everyday moment was left unclaimed.

Häagen-Dazs Indulge in a Moment street poster — OOH · Concept executionOOH · "Indulge in a moment," placed on the walk home, at the hour people are counting down to it.

Häagen-Dazs Extraordinary Indulgence bus shelter poster with a chocolate pint and — OOH · Concept executionOOH · The product, close and slow: the way you look at it after a long day.

02Insight

The most valuable thing at the end of the day isn't dessert. It's ten minutes when nobody needs you.

Strawberry cheesecake and vanilla caramel pecan Häagen-Dazs pints — Supplied brand referencePints, bars and minis. The format follows how much of the evening you have left.

Häagen-Dazs pints with different flavors on a wooden table — Supplied brand referencePints, bars and minis. The format follows how much of the evening you have left.

03Concept

The Last Spoon. After the overtime, after the kids fall asleep, after the exam: Häagen-Dazs owns the quiet moment when the day finally gives something back.

Why it works

Sharing occasions are rare for busy adults. The end of the day happens every day, so owning that moment gives the brand a reason to be there daily.

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