| Brand | GENERAL MILLS |
| Product/Service | HAAGEN DAZS |
| Entrant | VMLY&R Dubai, UNITED ARAB EMIRATES |
| Category | Design for Promotional Items |
|
Idea Creation
|
VMLY&R Dubai, UNITED ARAB EMIRATES
|
Write a short summary of what happens in the digital or ambient execution or campaign.
We created beard bibs-beard covers for ice cream lovers.
The beard bibs were made from Tyvek, a material that is moisture resistant and hard to tear. They provided protection for facial hair from the mess of ice creams. The beard bibs were a part of a poster campaign that ran in our ice cream parlours. The bibs were easy to tear and easy to wear, allowing men to easily slip them on and enjoy eating their ice creams.
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.
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 |