Independent branding agency Block’s latest campaign for low-sugar ice cream brand Denada embraces indulgence in every sense.
Launching the brand’s new look, reformulated products, and the tagline "Indulge: More, Sugar: Less," this national campaign dials up excess to billboard-sized proportions.
The campaign combines Melle Branson’s hyper-detailed photography with surreal fantasy montages featuring intergalactic mint ice cream witches, pampered snow leopards and Fuzzilla – a super-cute monster intent on destroying Tokyo; all of which turns the visual intensity up to 11.
The cherry on top is a cameo from Denada’s founding trio, Charlotte Haygarth, Jayde Taylor, and Sophie Lawrence, styled as ’80s power-dressing bosses in the Triple Choc execution.
Sophie even makes a second appearance as a heavily pregnant Trash Princess indulging in the Fairy Bread limited release.
Block founder and creative strategy director Mark Braddock said this campaign speaks to an attention-deficit generation that wants it all, all at once—just with less sugar.
"Afterall, who says a billboard should have just one headline (apart from everyone)? Or one image (again; everyone)? Why not five? (Because it’s stupid.)" Braddock said.
"And while we’re at it, let’s throw in multiple logos, several seemingly unrelated thoughts, and a mix of styles that probably shouldn’t live together but somehow… do (but shouldn’t)?"
Denada co-founder Jayde Taylor said the brand loved Block’s idea of doing more—or everything—with the space.
"Billboards are big, attention spans are small—so why not give people as much as they can possibly handle as they drive by? After all, we paid for every square centimetre—we’re going to use them," Taylor said.
With an approach that feels like someone copy-pasted their entire mood board onto the final artwork, the campaign leans unapologetically into indulgence—mirroring Denada’s ethos of flavour-packed, guilt-free excess.
Indulgent? Sure. But, like Denada itself, in a healthy way.
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