Flavours of Love & City of Love Häagen-Dazs
Häagen-Dazs x Pierre Hermé
A secret dining experience that reimagined London as the true City of Love — where romance, design, and ice cream melted together in one unforgettable night.
A secret dining experience that reimagined London as the true City of Love — where romance, design, and ice cream melted together in one unforgettable night.
TL;DR? Here’s the short, sweet version.
TL;DR? Here’s the short, sweet version.
Design Direction | Digital Design | Motion
Design Direction | Digital Design | Motion
01
The Challenge
Reimagining Romance on a Global Scale.
Reimagining Romance on a Global Scale.
Reimagining Romance on a Global Scale.
Häagen-Dazs needed to launch their new macaron-inspired ice creams, turning their global "Summer of Love" concept into a memorable, local reality. The core challenge was twofold: to transform London into the true City of Love and to execute a complex digital campaign despite a rigid global site framework and logistical complexities with a globally distributed development team.
Häagen-Dazs needed to launch their new macaron-inspired ice creams, turning their global "Summer of Love" concept into a memorable, local reality. The core challenge was twofold: to transform London into the true City of Love and to execute a complex digital campaign despite a rigid global site framework and logistical complexities with a globally distributed development team.
Technical limitations
The client’s global site framework was rigid and block-based, meaning we had to design around a CMS that wasn’t built for flexibility.
Technical limitations
The client’s global site framework was rigid and block-based, meaning we had to design around a CMS that wasn’t built for flexibility.
Technical limitations
The client’s global site framework was rigid and block-based, meaning we had to design around a CMS that wasn’t built for flexibility.
Timezone tango
The in-house dev team was based in India, with a two-week holiday overlap from the UK lead. Communication was… let’s say, romantically challenging.
Timezone tango
The in-house dev team was based in India, with a two-week holiday overlap from the UK lead. Communication was… let’s say, romantically challenging.
Timezone tango
The in-house dev team was based in India, with a two-week holiday overlap from the UK lead. Communication was… let’s say, romantically challenging.
02
The Solution
Forget Paris.
Forget Rome.
This summer, London became
the City of Love.
Forget Paris.
Forget Rome.
This summer, London became
the City of Love.
Forget Paris.
Forget Rome.
This summer, London became
the City of Love.
Digital
Digital
Digital
I led the digital design and art direction for this integrated campaign from concept to delivery. Our idea was to pivot the brand from ice cream seller to matchmaker, making the City of Love microsite the campaign's heart.
I led the digital design and art direction for this integrated campaign from concept to delivery. Our idea was to pivot the brand from ice cream seller to matchmaker, making the City of Love microsite the campaign's heart.
I led the digital design and art direction for this integrated campaign from concept to delivery. Our idea was to pivot the brand from ice cream seller to matchmaker, making the City of Love microsite the campaign's heart.
My design strategy was to overcome the CMS's limitations by creating a system of flexible, rebuilt visuals. I led all 2D design—from the responsive microsite and its bespoke "Love Map" (spotlighting romantic London locations) to all email and social motion graphics. I personally adapted to the client's platform, learning Klaviyo to build the full CRM journey and ensuring a seamless, romantic experience for the user.
My design strategy was to overcome the CMS's limitations by creating a system of flexible, rebuilt visuals. I led all 2D design—from the responsive microsite and its bespoke "Love Map" (spotlighting romantic London locations) to all email and social motion graphics. I personally adapted to the client's platform, learning Klaviyo to build the full CRM journey and ensuring a seamless, romantic experience for the user.
My design strategy was to overcome the CMS's limitations by creating a system of flexible, rebuilt visuals. I led all 2D design—from the responsive microsite and its bespoke "Love Map" (spotlighting romantic London locations) to all email and social motion graphics. I personally adapted to the client's platform, learning Klaviyo to build the full CRM journey and ensuring a seamless, romantic experience for the user.
Live Event
Live Event
Live Event
Behind a secret freezer door in Covent Garden, guests discovered a mirrored world of love, dessert, and conversation.
Behind a secret freezer door in Covent Garden, guests discovered a mirrored world of love, dessert, and conversation.
Behind a secret freezer door in Covent Garden, guests discovered a mirrored world of love, dessert, and conversation.
A spoonful of romance, served three courses deep.
A spoonful of romance, served three courses deep.
A spoonful of romance, served three courses deep.
Love, in Motion
Wrap Up Video
Love, in Motion
Love, in Motion
03
The Outcome
The campaign successfully set a new standard for local activations within the rigid global platform. The launch was a significant success:
The campaign successfully set a new standard for local activations within the rigid global platform. The launch was a significant success:
2
sold-out secret dining nights
2
2
sold-out secret dining nights
sold-out secret dining nights
150K+
site visits
150K+
150K+
site visits
site visits
Featured in Key industry publications including Campaign & LBB
Featured in Key industry publications including Campaign & LBB
Featured in Key industry publications including Campaign & LBB
“Momentum crowned London as the true City of Love this summer.”
—
“Momentum crowned London as the true City of Love this summer.”
—
“Momentum crowned London as the true City of Love this summer.”
—
Credit where it's due
Credit where it's due
Agency: Momentum Worldwide
Design Director: John Buckell
Creative Director: Jonny Kelly
Designer: Mina Owen
Art Director: Costanza Verdecchia
Strategy Lead: Alessandro Camaioni
Account Lead: Richard Packer
