| Brand | GENERAL MILLS |
| Product/Service | HAAGEN DAZS |
| Entrant | VMLY&R Dubai, UNITED ARAB EMIRATES |
| Category | Brand & Communications Design |
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Idea Creation
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VMLY&R Dubai, UNITED ARAB EMIRATES
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Cultural / Context information for the jury
A majority of men in the middle east have beards. Beards are an important part of culture in the region and men invest time and money to take care of their facial hair.
Our research showed men with beards had stopped visiting our ice cream parlors. Because eating ice cream was messy and embarrassing. Some men even believed that it was bad for their beards and would ruin them.
Haagen Dazs wanted to help men rediscover the joy of eating ice cream and bring them back to their ice cream parlours.
Tell the jury about the illustration.
Looking at famous beards from history we created posters with the illustrations of beard tales. We designed 6 different beard bibs, created by 6 different illustrators. Each depicting grooming tales from different cultures and eras covering Cavemen, Confucius, the Pharaohs, the Assyrians, Vikings and a Sadhu. The beard bibs were a part of poster campaign that was created specifically to run in stores.
Credits
| Kalpesh Patankar |
VMLY&R |
CCO / Art Director |
| Sambhav Khandelwal |
VMLY&R |
Copywriter |
| Kapil Bhimekar |
VMLY&R |
Art Director |
| Ivan Bormaister |
VMLY&R |
Art Director |
| Dhruv Warrior |
VMLY&R |
Sr. Copywriter |
| Maria Jabbour |
VMLY&R |
Account Manager |
| Darine ElKaissi |
VMLY&R |
Business Director |
| Sajjad Hussain |
General Mills |
Marketing Manager |
| Azfar Ul-Islam |
General Mills |
Marketing Director & Head of Emerging Markets/Channels |
| Stefano Marra |
Freelance |
Illustrator |
| Rajish Kappad |
Freelance |
Illustrator |
| Siddhant Jumde |
Freelance |
Illustrator |
| Ola Szmida |
Freelance |
Illustrator |
| Charles A P |
Freelance |
Illustrator |
| Tayfun Pekdemir |
Freelance |
Illustrator |
| Pratyush Kumar |
VMLY&R |
Editor |