Häagen-Dazs – Where my bees at?
Goodby, Silverstein & Partners, San Francisco
SUMMARY
This paper was co-authored by a brand strategist and a communication strategist at an advertising agency.
This is not standard operating procedure for the Chiat Awards. However, it's the norm for how we've been working with each other.
The paper we're submitting is about a lot of things—sales stagnation, what to do when there is no money, PR partnerships, the creation of “assets” and actions rather than advertising, ice cream and bees, collapsing boundaries between something inside and outside of advertising—as well as collapsing the boundaries within...