Oh dear, you missed out on an ice cream. And now you want one even more. BBH’s first work for Häagen-Dazs defies the expected – and in summer, ubiquitous – same-same product shots in ice cream advertising to create ice cream lust in a whole new way.
Devoured is a bold, pared-back OOH campaign, shot by award winning photographer Dan Tobin Smith, that heroes the product. Or in this case, lack thereof. The work features a beautifully shot image suggestion of the ice cream that someone else has enjoyed – a licked clean ice cream stick and a hint of melted chocolate. An image to make you crave what isn’t there.
The campaign, running across the UK and Spain, Europe, and timed to coincide with National Ice Cream Day supports Häagen-Dazs’ Stickbars that have been reimagined, with a new shape and a thicker chocolate coating. It follows a series of product-led campaigns from BBH over the summer, demonstrating Häagen-Dazs’ new products and flavour superiority as well as a commitment to mouth-watering craft.
Since reigniting its partnership with BBH, Häagen-Dazs is starting to make its intentions clear. Devoured is the beginning of a creative journey that will build towards a global brand campaign in Spring 2026. This first work sets its tone – product-first, craft-led, and zagging against what you’d expect from the category.
Alex Grieve, global CCO at BBH, stated, “We didn’t need to show the product because the craving you get from looking at it, says it all. That kind of confidence comes from a client that knows their product is just that good. We’re incredibly proud of our partnership and legacy with this iconic brand and excited for what’s to come. Watch this space.”
Priscilla Zee, global head of Häagen-Dazs, added, “We are proud to work with an agency that has a long-standing legacy with our brand, and commitment to creativity and growth. This work is a celebration of what makes Häagen-Dazs iconic: unmatched product, crafted with care, and savoured to the last bite.”
Credits:
Client: Häagen-Dazs
Global Head of Häagen-Dazs: Priscilla Zee
Global Brand Experience Director: Bronwyn Cheng
Senior Global Brand Manager: Maria Huete
Advertising Agency: BBH
CCO: Alex Grieve
CSO: Will Lion
Executive Creative Director: Felipe Guimaraes
Creative Directors: Gen Gransden, Selma Ahmed, Luke Till & Lawrence Bushell
Planners: Gina Schreuder & Leo O’Mahony
Business Lead: Sian Richards
Senior Account director: Laura Huber
Account Director: Ella McNicholas
Account manager: Oliver Hathorn
Head of Art Production: Sally Kursa
Agency Art Producer: Pippa White
Head of Design: Liam Thomas
Design Director: Miguel Sousa
Designer: Keiti Collins
Retoucher: Tristan Zamula
BBH Studio Producer: Ish schein
BBH Studio Designer: Sam Janar
Media Agency: UM
Production Company: Dan Tobin Smith Studio
Director: Dan Tobin Smith
Producer: Hannah May
