Hansen Is has a really strong brand among Danish consumers, but we felt they weren't making the most of their vast knowledge of all the raw materials and nerdy processes. So, we came to them with an organic series concept for Instagram Reels, using quick SoMe formats to dive into ice cream geeky topics that would engage and inform their customers about the hard work and knowledge behind Hansen Is' nationally recognized ice cream production.
Strategic lead: Julius Sønderhave & Lisa El-Nahas
Creative lead: Julius Sønderhave & Jens Haugaard
Timespan: 2 months
Key focus: Brand awareness
Together with Anders Eibye and Anders Bang, we sat down to identify the first 10 topics we needed to cover. There were a lot of topics to cover and we had to keep the length of the format in mind. It was important to be informative, but it was equally important that topics could be explained briefly and accurately so that we didn't lose the viewer along the way. Anders Eibye, co-owner of Hansens Is, wrote the scripts for the various informative videos and we produced them.
We spread the production over three days, shooting the videos at different locations at the factory and at relevant business partners. All production days were optimized for the script, so we could shoot as much as possible and help Anders Eibye with direction. All footage was shot handheld in vertical first for the most flexibility in editing.
After the first day of shooting, we did a "pilot episode" so Hansen's Ice could get an understanding of the editing pace, graphics and visual expression. We kept a fast pace and had a supporting graphic in the middle to support Anders Eibye's words, but at the same time also catch the viewer scrolling in their feed. They were super impressed and happy with the pilot, so we finished the remaining videos in the same style.
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