\ Challenge

Denada is a low-sugar ice cream brand built around indulgence—flavour, no guilt. With a new look and reformulated products, the brand needed an out-of-home campaign that would reinforce its positioning while standing apart in a visually cluttered environment. Rather than following the trend of minimalist, refined billboard advertising, the campaign needed to challenge expectations and embrace a bolder, more playful approach. The goal was to create something that didn’t just communicate the product’s benefits but felt as indulgent as the ice cream itself.

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\ Outcome

The solution came in the form of “Indulge More, Sugar Less”—a brand idea that became both tagline and creative direction. The campaign leaned into indulgent excess over restraint, rejecting the usual one headline, one logo, one image rule in favour of a visual overload that mirrors Denada’s philosophy of delicious, guilt-free indulgence.

The campaign combines over-the-top photography with surreal, exaggerated visuals—from intergalactic mint ice cream witches to Fuzzilla, a city-destroying yet oddly adorable monster. Denada’s founders also appear, styled as ’80s power-dressing bosses in the Triple Choc execution, and as a heavily pregnant Trash Princess for the Fairy Bread limited release.

By embracing a more-is-more aesthetic, the campaign doesn’t just promote Denada—it embodies it. A campaign designed to stand out, for a product that has never blended in.