Billboards unveiled by Häagen-Dazs fail to deliver any noteworthy content
Haagen-Dazs Embraces Minimalism in New Billboard Campaign
Haagen-Dazs, the luxury ice cream brand, has ventured into the world of minimalist advertising with a unique and intriguing billboard campaign. The campaign, created by BBH, takes a refreshingly simple approach, featuring only ice cream sticks against a rich velvety red background.
According to Alex Grieve, the global chief creative officer at BBH, the craving that onlookers experience from looking at the empty ice cream stick says it all. The campaign plays on the temptation of the treat, implying that Haagen-Dazs is too good to resist.
The campaign's simplicity allows onlookers to imagine the ice cream's taste, creating a sense of anticipation and longing. Priscilla Zee, Haagen-Dazs' global head, considers the campaign a celebration of the brand's iconic unmatched product, craftsmanship, and indulgence.
This understated trend in billboard advertising is not new. Brands like Heinz and Tesco have previously embraced minimalism, using single, iconic images or simplified messages to emphasize product quality and transparency.
For instance, Tesco’s billboard campaigns are explicitly recognized for their minimalistic style. Their approach uses zoomed-in ordinary everyday images with limited color palettes and often off-center content. This technique conveys transparency and approachability through straightforward and simple visual storytelling, making Tesco’s minimalism both accessible and effective.
Other notable minimalistic billboard campaigns include LiveOnNY’s “I ❤️ NY” heart removal campaign and Cetaphil’s Winter Skincare campaign. These examples show how minimalism in billboard advertising often involves removing unnecessary elements, emphasizing a single strong image or idea, and using space and color deliberately to enhance readability and emotional impact.
Haagen-Dazs' new campaign, with its empty ice cream sticks, creates a messy contrast, subverting the brand's typical indulgent branding. This minimalist approach is a testament to the brand's confidence in the quality of its product, inviting consumers to fill in the gaps with their imagination.
As the world of billboard ads continues to evolve, it's clear that minimalism is here to stay. For daily design news, reviews, how-tos, and more, subscribe to the Creative Bloq Newsletter.
- The layout of Haagen-Dazs' new billboard campaign, created by BBH, is strikingly minimalist, featuring just ice cream sticks against a rich velvety red background.
- BBH's creative approach for Haagen-Dazs capitalizes on the temptation of the treat, suggesting that the brand's luxury ice cream is too good to resist.
- Minimalism in billboard advertising, like the campaign for Tesco, uses simplified images and limited color palettes to emphasize product quality and transparency, making it accessible and effective.
- In the home-and-garden sphere, LiveOnNY's "I ❤️ NY" heart removal campaign and Cetaphil's Winter Skincare campaign demonstrate minimalist techniques of removing unnecessary elements and using space and color deliberately to enhance readability and emotional impact.
- Artful branding and design, as seen in Haagen-Dazs' new campaign, inspire and intrigue consumers, encouraging them to fill in the gaps with their imagination.
- As minimalism continues to shape the evolving world of billboard ads, followers of design, including lifestyle and UX/UI experts, can stay updated with the Creative Bloq Newsletter.
