The campaign aims to cement Wall’s Feast as the most loved ice cream in a market full of copy-cat products. With its sights set firmly on a young, stressed out audience with hectic, fast paced lives, DDB Group Singapore set out to create a ‘moment of escapism’ or ‘an all-consuming, mood-lifting holiday for the brain that leaves them chilled’.
Against the backdrop of the magical ‘Warm World’, Wall’s Feast ventures out to explore the world beyond the freezer. During his adventure, Feast learns of the perils and delights of this much balmier universe, creating mishaps along the way, and giving humans a joyful distraction from the stresses of daily life.
“While our talking ice creams have been around for some time, this campaign represents the first real step into a more iconic creative world for the brand,” said Simon Lloyd, Interactive Creative Director at adam&eveDDB. “We make a hero of a leading character in the portfolio, and use cinematic techniques to create something much more memorable and exciting.”
“Feast has been a well-loved ice cream in Indonesia and Thailand for many years. It felt like the right time to reflect its iconic status with an ad that asserts its leadership as a tasty snack, offering our consumers a delicious break from their everyday routine,” said Sarah Hogan, Global Marketing Director of Wall’s Ice Cream.
Source: Campaign Brief Asia