Every year, Helados Holanda (the heartbrand) celebrates the beginning of summer in Mexico City with an event where the sales team and consumers can connect and celebrate the good weather while enjoying a fantastic ice cream-filled season.
In 2016, we continued this tradition by predicting the end of the "sad weather" through a teaser on social media. This teaser marked the kickoff of the season and got everyone excited for the upcoming summer festivities.
The objective was simple: to create a rain of happiness, making it appear as if it were raining ice cream.
However, being aware of the risks associated with launching our valuable ice cream from the sky (city pollution, wasting a lot of ice cream, etc.), we decided to simulate the rain by releasing dummies of our ice cream bars. These dummies contained prizes ranging from delicious Holanda products to televisions, video game consoles, bicycles, and many others.
In this way, we changed the mood from sadness to joy, positioning ourselves as the summer brand, giving people another reason to be happy and smile.
Responsibilities:
Creative Concept
Art Direction
Creative Concept
Art Direction