Taiwan is in love with Haagen Dazs' viral campaign this summer

‘The summer’ and ‘No. 596’ is a thematic viral campaign by Haagen Dazs Taiwan. The project is led by Bates 141 Taipei which said the objective is to increase brand awareness and product demand.

Summer in Taiwan is always hot and humid. The creative concept is to link together the idea of ‘summer’ and ‘romance’, and also intuitively ‘ice cream’ with Haagen Dazs.

The campaign was initially launched as a teaser with no brand association and followed by two branded short films circulated via online platforms YouTube, Tudou, Yahoo and MSN.

‘The summer’ is a story about two strangers meeting at a museum exhibition also titled ‘The summer’. They are listening to a voice recording about how the summer heat triggers passion and a desire for love. The recording appears to speak out their own feelings which embarrases the girl who runs off. When their paths cross again their hearts reaffirm that it is meant to be. The film ends by tracking back to the beginning and revealing that the museum piece is actually a carton of Haagen Dazs.

Similarly ‘No. 596’ tells the story of a security guard, numbed by his routine job, and a women that enters the bank only to enjoy the aircon. When the bank manager asks her to leave, the security guard saves the day by saying she is a friend waiting for him to get off work. The movie ends as the girl sweetly says, “I’m not here for the aircon. I am waiting for my friend.”

Credits:
Project Summer love in Haagen Daz
Client Haagen Daz Taiwan
Creative agency Bates 141 Taipei
Exposure Online