Secret Sofa - Freedom Award – Outstanding Bravery - Space - The Independent Agency Awards 2021

Campaign Summary:

In 2020 SPACE launched a collaboration between luxury ice cream brand, Häagen-Dazs and Secret Cinema to create an immersive, multi-platform film experience, reaching millions. Participants created secret worlds from films in their living rooms, streamed via a readily available platform such as Netflix. Audiences were encouraged to make props, learn dances and dress up. Voted “The Saviour of Lockdown” by Time Out Magazine, the campaign was Häagen-Dazs’s longest marketing amplification and global TikTok debut for the brand.

“The Space work for Häagen-Dazs Secret Sofa demonstrated a great strategy which capitalised on a sudden need to re-create out of home events in an in-home environment. They pivoted amazingly quickly to create a campaign that, in my eyes, was as good, if not better, than the original concept. They demonstrated a deep insight into the consumer audience and generated so much traction in a lockdown – it was simply awesome. As a partnership campaign, rather than a pure brand experiential one, it really could not be faulted. To have done this in just three weeks is phenomenal and the expanse of the campaign was wonderful to see. The creative work is a delight. It seems from the results that this campaign also enjoyed great success, potentially even more that the pre-covid campaign could have achieved. We thought, as a judging panel, that it demonstrated the absolute epitome of agilty.”

- Space​