ABOUT

The challenge
KIND wanted to take on America's freezer aisle. A whole new category for the brand. With a brand-new product, KIND Frozen Treat Bars. Delicious and good for you. A challenge that has us licking our lips.

Making it happen
Neuroscience indicated that joy is the emotion most associated with eating 'frozen treats'. So, by appealing to emotions on a level unknown in the category, we launched a feel-good campaign that put the product in hands and hearts. Making KIND Frozen synonymous with joy.

With this feeling centre stage, we created a world frozen full of joy. Taking viewers on a tasty journey of discovery through a mix of live action and CGI. Resulting in a unique reaction...Brain freeze? More like mind blown!

Thinking longer, we started to bring the brand purpose to life. Spreading joy across social and shopper channels. Helping to make the world a little kinder. One frozen treat at a time.