Häagen-Dazs | "That's Däzs"
There's no one definition of luxury. There's no one place to find it. But when you do, That's Däzs.
The campaign includes a TV spot, digital, social, print, out of home and influencer programming, as well as a packaging redesign. Together, they aim to communicate the idea that luxury can be found anywhere you are eating the ice cream; be that a city street, a bodega or on top of a stretch limo.
The spot is directed by MJZ's Dexter Navy, who has previously directed for the likes of Travis Scott and A$AP Rocky. It has a sophisticated music video vibe, featuring stylishly dressed people enjoying Häagen-Dazs in lively, vibrant settings. It aired on several major cable networks including NBC and ABC, as well as digital TV platforms.
Lena Waithe for Häagen-Dazs
Häagen-Dazs partnered with producer/screenwriter/actress Lena Waithe to provide diverse creators with opportunities for self-expression and professional development.
Through a multifaceted initiative dubbed #ThatsDazs, the premium ice cream company is pledging $1.5 million over the next three years to organizations that support marginalized and underrepresented artists and tastemakers. This included a $100,000 grant to Waithe's Hillman Grad Productions Mentorship Lab, which helps such folks connect and explore careers in the entertainment industry.
Waithe also served up social content and identify brand ambassadors.
As well as the TV campaign, the platform includes a number of influencer posts on Instagram from artists, street photographers, dancers, mixologists and more, each one sharing their personal definition of luxury, including the likes of @JadePurpleBrown, @stylecrone and @editaurial.