Haagen-Dazs is introducing the first work from agency Forsman & Bodenfors (F&B) since the MDC Partners-owned agency won the global creative account last year.
The “Don’t Hold Back” creative is broadly designed to suggest the ice cream brand is all-in because it only uses the best ingredients in its products and then challenges consumers to live life to the fullest.
The campaign launches with a spot featuring images of brightly attired people intermixed with snippets of ice cream. The tone resembles Taylor Swift’s recent
“You Need To Calm Down” video. Accompanying the film is a new version of The Chemical Brothers’ “Galvanize.”
The agency's offices in Stockholm and Shanghai collaborated on the campaign. Although it was developed prior to the COVID-19 outbreak, the messaging is not designed to stand as an “answer” to the pandemic, explains a F&B representative. However, the overall concept of striving to be present and make the most out of things – of course within the constraints we are currently living with – still applies, he adds.
The campaign was delayed slightly by the virus. Being a global campaign promoting ice cream, the goal was always for it to be released some time at the start of the summer, depending on the markets, explains the representative. This meant the campaign was initially planned to launch in May in France, China, and Korea. Häagen-Dazs decided to postpone it to the end of June to coincide with markets beginning to come out of lockdown.
The campaign will run in more than 20 countries across Europe, Central and South America, Asia, the Middle East, and Australia with 40 pieces of content for both TV and digital. There will also be in-store activations, social media support, local PR events, and new product launches.