Häagen-Dazs Mid-Autumn Campaign 18 (China)

This project is our first campaign for Haagen-Dazs China for the yearly heavyweight Mid-autumn Festival. We have positioned the brand as a cultural game-changer by redefining Mid Autumn gifting’s language and customs. Our design redefines the rules of traditional gifting for a new, trend-setting millennial consumer. The primary packaging delivers a bold, contemporary modern aesthetic for the iconic global ice-cream brand.

The campaign tells the story through celebrity endorsement with a key message “有你在真好” (Glad to have you around) — addressing the beauty of love and companion. The collateral features contents endorsed by millennials’ favorite celebrity, strategically connecting the brand value and perception with millennial customers.