THE CHALLENGE
Interactive campaign design starts with a question nobody asked yet: how does the user actually move through this?
Propela, a Spanish digital agency, brought us in to lead the creative and UX layer of a holiday activation for Häagen-Dazs Spain. The brief was clear: a multi-language interactive landing page where users could open a digital gift, choose a New Year’s resolution, share on social media and receive a unique promotional code to redeem an exclusive box of Häagen-Dazs Delights chocolates at physical stores across Spain.
The campaign mechanic was defined. The creative direction, the visual language, the illustration style and the user flow were not. Nobody had mapped how a person would enter the page, engage with the gift-opening interaction, complete the social sharing step and walk away with their code — without getting confused, dropping off or feeling like the experience didn’t match the premium brand they were interacting with.
That’s where we came in.
THE SOLUTION
We led the interactive campaign design from concept to interaction.
Working directly with Propela and in close coordination with the Häagen-Dazs team, we took ownership of every layer that the user would see and feel.
Art direction and visual concept We developed the full visual narrative for the campaign — translating the Christmas Delight brand idea into a cohesive aesthetic that felt premium, seasonal and unmistakably Häagen-Dazs. Every visual decision was made to reinforce the exclusivity of the product and the emotional warmth of the holiday season.
Custom illustration We created original illustrations designed specifically for the campaign — evoking the warmth of Christmas while staying within the brand’s refined visual language. Each graphic element was built to work across multiple languages and screen sizes without losing its impact.
UX/UI and interaction logic The interactive campaign design required a complete user flow architecture before a single visual was produced. We mapped how users entered, how the gift-opening mechanic worked, how the social sharing step was integrated, and how the promotional code system was presented — all optimized for clarity, delight and conversion. The technical development was handled by Propela’s contracted developer, working from our UX specifications and design files.
THE RESULT
The interactive campaign design delivered what the brand needed.
The landing page became a central tool of the campaign — generating strong participation rates and organic social virality as users shared their chosen New Year’s resolutions. The gift-opening mechanic drove genuine engagement, and the promotional code redemption system translated digital participation into real foot traffic at Häagen-Dazs stores across Spain.
More importantly, the experience felt like the brand. Premium, intentional, warm and worth sharing — because every interaction was designed to match the exclusivity of the product it was promoting.
The result was a campaign that worked on both levels: commercially, through measurable store redemptions, and emotionally, through the kind of brand connection that holiday activations are designed to create.
The numbers tell the rest.
