Rose & Reuben's
When Polish immigrant founders Rose and Reuben Mattus opened their first shop in the Bronx, the Häagen-Dazs brand was born. Sixty Two years later, the brand went back to its roots to celebrate its new City Sweets flavor collection. Inspired by iconic street cart food, the new flavors are a twist on city classics.
The idea finds luxury everywhere, for everyone with the belief that Luxury is Where You Are – anywhere, anytime. The activation combined unexpected luxury with new unexpected City Sweets flavors. Taking over a city icon, the bodega, by transforming it into an immersive flavor experience, a twist around every corner.
Produced with Unit9
Suzanne Sherwood, Mariya Munsey, Meghan Lai
Client: Häagen-Dazs
Role: Creative Direction
Agency: Cartwright
Find Luxury Around Every Corner
This expands on Luxury Is Where You Are showing how unexpected luxury can be found around every corner. You just need to have the right state of mind to find it.
Directed by Yoni Lappin
Edited by Robert Luposki
Lifestyle stills by Tyrell Hampton
Product stills by Stephanie Gonot
