Me, myself & Mövenpick

With «Me, myself & Mövenpick», we created a Switzerland-wide campaign for Mövenpick Ice Cream that reframes the personal moment of indulgence. At its heart was the idea of deliberately taking a little time out in everyday life, even when the moment for it might not seem quite perfect. Rather than relying solely on classic indulgence imagery, the campaign worked with humour, charm and a subtle wink. We positioned Mövenpick as a brand that stands for premium ice-cream indulgence while also having an approachable and surprising presence. For me it was a hugely valuable learning experience, because I got to witness and help shape the process from developing the concept, through winning the pitch, to the final execution. What I found especially exciting was finding a fresh, new and humorous tone of voice that still preserves the premium character of this well-known heritage brand.