LOVE INCOMPLETE by Hylink Beijing for Häagen-Dazs

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LOVE INCOMPLETE

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Industry Ice cream & Cold desserts
Media Film, Digital, Interactive & Mobile
Market China
Agency Hylink Beijing
Director Li Weiran
Executive Creative Director Betty Jiang
Art Director Bean Zhao, Jack Lee
Copywriter Frankie Qian, Jonathan Lim
Producer Tong Su
Account Supervisor Wings Weng
Editor @notebook
Released May 2013

Credits & Description

Advertiser: GENERAL MILLS
Agency: HYLINK DIGITAL SOLUTIONS
Category: Static
Art Director: Bean Zhao
Executive Creative Director: Betty Jiang
Editor: @notebook
Agency Producer: Elva Xiao
Art Director: Jack Lee
Account Manager: King Qin
Creative Director: Jonathan Lim
Agency Producer: Tony Lu
Planner: Fareeda Cassumbhoy
Copywriter: Frankie Qian
Sound Design/Arrangement: Digit Digit (Beijing) Limited
Copywriter: Jonathan Lim
Account Manager: Lisa Li
Planner: Maggie Chen
Other Credits: Mitu Studio
Agency Producer: Tong Su
Producer: Tong Su
Director: Weiran Li
Account Supervisor: Wings Weng

Brief Explanation
How would you choose to break-up to avoid dispute, tears and confrontation? Would you do it through … Text message? Email? Or Weibo (China’s equivalent to Twitter)? These are just some ways we break-up in today’s digital and mobile society in China; which often leaves a bad after-taste when lovers take the easy way out of a relationship.Haagen-Dazs, a brand representing LOVE, questioned modern day breaks-up during Mid-Autumn Festival, which happens in September, symbolizing the reunion and completion of love in China. Haagen-Dazs presents “因情圆缺” (which translates to Love Incomplete). A story of incompleteness, of how a couple fails to complete their love, using a ‘third-party’ to say their goodbyes, leaving the relationship hanging. A film without an ending was released online where viewers are invited to contribute an ending for the couple in the story. Of 25,000 submissions, 1 was selected and shot for the film’s ending.The slide towards the end of the film without subtitles reads:"Brought you by Haagen-Dazs icea cream"