| Title | DON'T HOLD BACK |
| Brand | HÄAGEN-DAZS |
| Product/Service | ICE CREAM |
| Category |
A07. Use of Licensed / Adapted Music |
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Entrant
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FORSMAN & BODENFORS Gothenburg, SWEDEN
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Idea Creation
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FORSMAN & BODENFORS Gothenburg, SWEDEN
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PR
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FORSMAN & BODENFORS Gothenburg, SWEDEN
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PR 2
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FORSMAN & BODENFORS Gothenburg, SWEDEN
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Production
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AD&P AB Stockholm, SWEDEN
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Credits
| Philippe Tempelman |
AD&P AB |
Director |
| Guy Hayward |
Forsman & Bodenfors |
Account Supervisor |
| Peter Kamstedt |
Forsman & Bodenfors |
Account Supervisor |
| Mia Kleist |
Forsman & Bodenfors |
Account Supervisor |
| Lena Olander |
Forsman & Bodenfors |
Account Supervisor |
| Lotta Brattin |
Forsman & Bodenfors |
Account Supervisor |
| Sue Su |
Forsman & Bodenfors |
Account Supervisor |
| Patrik Danroth |
Forsman & Bodenfors |
Account Manager |
| Nina Widemar |
Forsman & Bodenfors |
Account Manager |
| Lena Grundström |
Forsman & Bodenfors |
Account Manager |
| Bella Zhao |
Forsman & Bodenfors |
Account Manager |
| Greta Wang |
Forsman & Bodenfors |
Account Manager |
| Emma Eriksson |
Forsman & Bodenfors |
Art Director |
| Josefin Roxeheim |
Forsman & Bodenfors |
Art Director |
| Yangwei Wu |
Forsman & Bodenfors |
Art Director |
| Agnes Uggla |
Forsman & Bodenfors |
Copywriter |
| marcus Hägglöf |
Forsman & Bodenfors |
Copywriter |
| Sherry Shi |
Forsman & Bodenfors |
Copywriter |
| Orson Xu |
Forsman & Bodenfors |
Copywriter |
| Amat Levin |
Forsman & Bodenfors |
PR Strategist |
| Maja Bredberg |
Forsman & Bodenfors |
PR Strategist |
| Andrea Kellerman |
Forsman & Bodenfors |
Designer |
| Axel Söderlund |
Forsman & Bodenfors |
Designer |
| Kalle Garmark |
Forsman & Bodenfors |
Designer |
| Albin Christiansson |
Forsman & Bodenfors |
Designer |
| Ona Wu |
Forsman & Bodenfors |
Designer |
| Cora Yang |
Forsman & Bodenfors |
Designer |
| Ru Zhu |
Forsman & Bodenfors |
Designer |
| Alena Sucher |
Forsman & Bodenfors |
Planner |
| Douglas Lin |
Forsman & Bodenfors |
Planner |
| Robin Yuan |
Forsman & Bodenfors |
Planner |
| Åsa Hammar |
Forsman & Bodenfors |
Agency Producer |
| Magnus Kennhed |
Forsman & Bodenfors |
Agency Producer |
| Ylva Axell |
AD&P AB |
Exec producer |
| Katelin Arizmendi |
XO |
D.O.P |
| Redpipe Redpipe |
Redpipe |
Sound Design Arrangement |
| The Chemical Brothers’ “Galvanize” Håkan Eriksson |
TTG |
Music |
Write a short summary of what happens in the film
Throughout the film we dive into different scenarios where people are not holding back, whether they are enjoying ice cream or just enjoying summer and having fun. We see a young woman splitting a Häagen-Dazs pint with a butcher’s knife, a baseball player smashing a melon into molecules and a couple trying to eat ice cream in a lowrider with hydraulics. We see a big choir that sings along with the film’s anthem and a businessman who mysteriously flies in and out of the frame. We cut to a dressed up woman cannonballing into a lake and see two bodybuilders in sheet-masks getting cosy in a jacuzzi filled with bath foam. We see a dance crew dancing their hearts out, even levitating. We cut back to the opening scene where the woman shares the split pint with her identical twin. We cut to packshot and the sign-off “Don’t hold back”.
Cultural / Context information for the jury
This campaign aired in many markets throughout the globe, some of which are still quite traditional and non-progressive. We wanted to communicate our brand message “Don’t hold back” by challenging cultural and social stereotypes, like how men and women are “supposed” to act and behave. Therefore we wanted portray carefree, strong and hardcore women, buff dudes binging ice cream and having a spa day, a serious businessman having some serious fun, and much more.
Tell the jury about the choice of music track.
Häagen-Dazs’ tagline is “Don’t” hold back”, so we just had to use Chemical Brothers’ classic track Galvanize. Partly because it’s an amazing track with just the right energy, but also since they actually sing our tagline. But we didn’t want to use the original. We needed a Don’t hold back version. So we put together a big choir, by mixing two existing choirs together. The two came from very different parts of Cape Town and had very different backgrounds. One was classically trained and one more street, so in many ways it was an interesting mix. This new choir constellation was also featured in the film. The track has energy, power, soul and a sense of realness. All things that suit “the new Häagen-Dazs” and the new brand world of “Don’t hold back”.