Haagen Dazs

'Devoured' Häagen-Dazs latest OOH campaign.

What is it?

In a climate where brands are increasingly saying more by showing less, Häagen-Dazs has joined the minimalist movement with a strikingly simple yet evocative outdoor campaign. We’ve seen the likes of McDonald’s remove logos, Heinz fill entire pages with beans and now Häagen-Dazs takes it a step further by not even showing the product at all. Just an empty stick and a smudge of chocolate. And it’s brilliant

Why we love it?

What I love is the sheer confidence of it. The image speaks to the aftermath. The moment after indulgence, where the real story begins. It becomes a visual metaphor for pleasure, satisfaction, and irresistible temptation. The ice cream is already gone. You devoured it. And now you want another one. This kind of storytelling leaves space for the audience to fill in the blanks. It invites imagination and plays on craving – not by showing the product in full, but by suggesting how good it must have been. It’s advertising that trusts the intelligence (and appetite) of its audience.

M&S Summer Food

2. M&S - Owning Viral Summer Food.

What is it?

M&S just seem to be owning the summer food moment right now. What started with the, now iconic, strawberries and cream sandwichhas spiralled into a full-on summer takeover and it’s brilliant to see a heritage high street brand behaving like a bold challenger.

There’s clear intent here: to create not just products, but talkability. From cookie cups and jalapeño pickle peanuts to crushed tomato bread toppers inspired by Spanish pan con tomate, the new range feels like a curated mix of nostalgia, novelty, and proper flavour. It’s playful, surprising, and of course indulgent – all the right ingredients for capturing attention and sparking conversation, especially on social

Why we love it

And while food brands often rely on a single hero product or gimmick to cut through, M&S are flooding the space with over 100 new or refreshed lines.

It’s confident, it’s cultural, and it shows how supermarket own-label doesn’t have to play it safe. What really stands out, though, is how entirely ownable it all feels. The tone, the styling, the product pairings – it's distinctly M&S, but with a fresh energy that speaks to a younger audience without alienating loyal fans.

 

Stella Worth It

3. Stella Artois - "Worth it"

What is it?

A clever bit of storytelling, where smart art direction meets a moment we’ve all experienced. We’ve all been there, standing in a queue at the bar thinking, “Can I really be bothered?” Stella Artois takes that very moment of hesitation and flips it on its head. The wait, the crowds, the frustration ... it's all worth it.

Now, Stella wouldn’t necessarily be my drink of choice, but this is one of those ads where you think: God, I wish I’d thought of that. It’s pure genius. The core idea is so universal and so beautifully relatable.

Why we love it

What really elevates it is the art direction. The photographer has created a world that feels effortless and real, almost like a candid snapshot of a packed, slightly chaotic boozer. It’s warm, intimate and just uncomfortable enough to feel familiar. You can almost smell the spilled lager and feel the uncomfortable lack of personal space in the crowded pub. Instead they celebrate the quiet joy that comes when you finally get your pint.​
Trobar Identity

4. Trobar Identity: The kind of branding you dream of as a designer.

What is it?

This is one of those projects that makes every designer shout YES PLEASE. Trobar, a bar, restaurant, art gallery and shop in Majorca, has been given a brand identity that’s poetic and evocative. Everything is designed for those who seek to collect moments, flavours, songs, and also works of art. The creative response is analogue. It’s tactile. It’s deeply curated. The kind of work that every brand designer would like to work on.

Each letter was rescued from different bookstores, second-hand shops, and stationery stores that still had old sheets of Letraset. The logo can be adapted into different versions and forms.

Why we love it

What makes it so special is how it embraces imperfection. You can see the human hand in every texture, every composition. The typographic choices, the print techniques, the layering of paper and form – it all feels deeply crafted, almost like a visual scrapbook. It’s rare to see a brand identity that feels more like a living archive than a logo system. It’s a reminder that not everything needs to be polished to feel premium. There’s beauty in the raw, in the unpredictable, in the spaces between. 

2 Malika & George

5. Malika Favre & George Wu: I can't afford this but maybe she can.

 

What is it?

At this year’s Birmingham Design Festival, illustrator Malika Favre and creative director George Wu gave a standout talk, not about their day jobs, but about a side project that’s become something much bigger. I Can’t Afford This But Maybe She Can started as a tongue-in-cheek Instagram account, a shared joke between friends, and has grown into a curated world of absurdly beautiful, often outrageously priced objects. It’s part wish list, part visual satire: a space where form, craft and hyper-stylised luxury are celebrated with humour and intent.

 

Why we love it

What makes it so compelling is the freedom it represents. This isn’t a brand campaign or client work, it’s pure creative play. It’s a reminder that in a world obsessed with meaning and outcomes, beauty, joy and a bit of well-dressed absurdity still have a place. By leaning into fantasy and curation, both creatives have turned a side project into something that feels culturally sharp and creatively energising.

ABOUT KEANE

Keane is a Hospitality Consultancy & Creative Studio that delivers memorable experiences and measurable results, across the UK, Europe, Middle East and beyond.

We do this by advising clients on how to deliver long-term growth and maximise return, creating and rejuvenating brands, spaces and places.

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