•Situation: Winter Festive is the second biggest season for Häagen-Dazs in Asia and the second wave of communication for new Don’t Hold Back concept, After the launch of winter KVs and films, it needs an activation to support and spread the Don't hold back" concept.

•Brief: To build more associations around Häagen-Dazs and connect the brand to more ownable moments in winter festive season.

•Objectives: Make Häagen-Dazs and our chocolate range the natural choice during the festive season and Make Häagen-Dazs not just communicate, but really champion Don't hold back.

• Soon after launching our KV and video commercials, chocolate became our top-selling product across all flavours and formats in the Asia market.

•Within 24 hours of launching, our debate video on Chinese social media reached two million viewers. We monitor a surge of consumers discussing the ideas of “kiss” and “expressing emotion” across the cybersphere.

•By customising a debate show, we spent just 0.5% of what buying commercial time would have cost, cooped with two popular debators, and a media KOL. And we challenged the culture norms in a smart way, and inspired more people to understand Don’t hold back spirit of Häagen-Dazs.

•We launched the first commercial in Asia that shows kissing in commercial advertising. By asking viewers to express their true emotions, we created a provocative campaign that challenged cultural norms and invited them to not hold back.