KING is the premium ice cream brand from Croatia and is one of the strongest ice cream brands in the region. It is synonymous with high quality ice cream with innovative combinations of tastes. The company undergo a repositioning exercise in 2019 while introducing new product lines and wanted to continue that process by launching the new regional campaign to position the brand as the premium ice cream, available in every moment, no matter where you are – KING has a perfect product for you.
The campaign was required to still maintain a premium aesthetic while becoming modern, urban, youthful and fun. The solution was the campaign “Take what is yours” and the visuals that are presented here were designed while I was working for Fullhouse Ogilvy.
My vision was to create an abstract, vibrant atmosphere featuring an oversized logo and colossal ice creams, enticing our target audience as if they were in a frenzy to indulge. This concept was designed to illustrate the effect KING Ice Cream has on people while simultaneously elevating brand recognition to new heights through the use of oversized logos and brand assets.
To create more attention-grabbing billboards, I designed a version featuring both 3D and 2D extensions of the product, which were affixed to the regular billboard surface. The concept aimed to depict a playful scene, as if someone had just “taken” an oversized ice cream off the billboard print.
