Haagen-Dazs "The Beard Bib" by VMLY&R

Many men with beards avoid eating ice cream in public to avoid the embarrassment of a messy beard. Haagen-Dazs wanted to give these men the opportunity to enjoy ice cream without being self-conscious. Haagen-Dazs and VMLY&R created Beard Bibs, a way for men to protect their facial hair while consuming the sweet treat.

The bibs were offered in Haagen-Dazs stores and kiosks in Dubai on posters as tear-offs in 6 different designs. Each one depicts a beard style inspired by several cultures and eras including Cavemen, Confucius, Pharaoh, Assyrian, Viking and Sadhu.

Advertising Agency: VMLY&R, Dubai, United Arab Emirates

Client: Haagen-Dazs

Chief Creative Officer: Kalpesh Patankar
Associate Creative Director: Kapil Bhimekar
Senior Copywriter: Sambhav Khandelwal
Editor: Prathyush Kumar
Account Executive: Maria Jabbour
Account Management: Darine El Kaissi
Agency Producer: Vitthal Deshmukh
Agency Producer: Shankar Chidambram
Illustrator: Stefano Marra, Rajish Kappad, Siddhant Jumde, Ola Szmida, Charles A P, Tayfun Pekdemir
Marketing Director, General Mills: Azfar Ul Islam
Marketing Director, General Mills: Sajjad Hussain