WIMBLEDON / HÄAGEN-DAZS
LET'S PLAY... CHAMPION VS CHALLENGER
I decided to bring the brand and brand ambassador playful personality to life and disrupt in a world where formality and heritage reign supreme.
‘Champion vs Challenger’, a fully-integrated campaign that encouraged people to play with what they know and challenge the ordinary. Grigor led the charge on #TeamCookies with the creation of a Special Edition stick bar and series of films firmly backing his favourite. He even turned up at various stores across the country to show his love and get the nation onside. On #TeamStawberries, we saw Laura Robson (former British No.1) and Sloane Stephens pledge their love for the much-loved classic and encourage engagement through a number of videos and activities. The final decision was made by the people of Wimbledon with a live vote where they were asked to try both flavours and choose their favourite. The no 1 favourite flavour of Wimbledon 2018 was crowned Strawberries & Cream…better luck next time, Grigor!
ROLE Creative / Copy Consultant
MEDIA Experiential / Design / Integrate Marketing / OOH / Social
RESULTS A smashing uplift of 27% in sales. Over 2.7m social content views
Winner of Most Effective Integrated Campaign 2018 Silver Award at The FAB Awards