In the campaign for the repositioning of Mövenpick Glace, the moment of pleasure is restaged: In the midst of the Swiss mountains, the connoisseurs of the ice cream literally melt away, just as the ice cream melts on the tongue. The motto: "Melt away".
The concept comes from Serviceplan Suisse at the House of Communication, which won out over two other agencies in a pitch. A special feature is a specially developed design grid that allows the creatives to adapt the campaign to each advertising medium and still maintain a uniform look. It will be launched with a mega poster at Zurich's main train station. In spring, the campaign will also go on air on TV and online.
In addition to creation, media planning also comes from the House of Communication Zurich. Mediaplus has already been working for Mövenpick Glace since the beginning of 2022.
The campaign was realized together with the British director and photographer Emma Tempest, the shooting took place in the Bernese Oberland. The close-ups of the ice cream were produced in Amsterdam - in cooperation with a film production specialized in food.