Space serves up Häagen-Dazs film pairings for Secret Cinema partnership

Creative agency Space has helped General Mills brand Häagen-Dazs create a number of thematic ice cream serves in support of its partnership with Secret Cinema.

As part of its #HäagIndoors initiative to help consumers find little moments of joy during lockdown, luxury ice cream brand Häagen-Dazs has partnered with Secret Cinema, the pioneers of immersive storytelling, to launch “Secret Sofa” – a weekly home entertainment series where audiences can create their own unique immersive cinema experiences.

For eight weeks at 7.30pm every Friday, Secret Sofa will facilitate a virtual in-home screening of Secret Cinema’s most celebrated and critically acclaimed films as well as lesser-known gems.

Consistent with the original Secret Cinema concept, audiences will be immersed in the world of each film across various social channels with bespoke content including costume suggestions, playlists, dance routines and prop making ideas to help people create their own cinema experiences to enjoy at home with Häagen-Dazs for company.

Space has been responsible for heightening the at-home experience on two of the leading films, Romeo and Juliet and Ghostbusters, by creating thematic pairings and serves that put Häagen-Dazs at the heart of these stories.

Baz Luhrmann’s modern masterpiece Romeo and Juliet saw an exciting collaboration with Piper Heidsieck champagne and the creation of two rival serves to toast the truce between the two houses of Montague and Capulet.

“The Montague” combined Häagen-Dazs Caramel Swirl gelato with a dash of fresh mint proudly paired with Piper-Heidsieck Cuvée Brut Champagne to indulge the inner romantic Montague.

“The Capulet” brought decadent Häagen-Dazs Chocolate Drizzle gelato topped with sharp raspberry into a passionate union with Piper-Heidsieck Rosé Sauvage Champagne to uncover the sweet side of the Capulets.

A series of posts and influencer content stirred up the drama, encouraging people to pledge their loyalty and re-create the recipes at home. Which wilt thou choose?

For the 80s classic Ghostbusters, a collaboration with Jack Daniels and the creation of an epic “Floatbuster”, a highball ice cream and bourbon float with marshmallows and raspberry sauce. Blockbuster indulgence, 80’s style. Just don’t cross the streams.

People will be able to sign up for a Secret Sofa weekly newsletter for details and content on the screenings and receive a special weekly code that allows them to order the chosen Häagen-Dazs flavour of the week online via an exclusive collaboration with Amazon Prime Now. They will also be encouraged to share their best #HaagIndoors images on social media with the best one winning a week’s supply of Häagen-Dazs.

The Secret Sofa Facebook group will host audience discussions both pre and post film and will be a place for people to share images of the secret worlds they create.

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