Block Goes Big in Indulgent New Out-of-Home Campaign for Denada

We seem to be in the middle of a creative billboard renaissance. Big names like British Airways, Tesco, and Kellogg’s Cornflakes have flooded our feeds with beautifully crafted, minimalist, and clever out-of-home campaigns. But this one? Well, it’s not quite like the others.

Block’s latest campaign for low-sugar ice cream brand Denada takes indulgence to a whole new level. With the launch of Denada’s new look, reformulated products, and their new tagline, “Indulge: More, Sugar: Less,” this national campaign goes all-in, embracing excess in the most billboard-sized proportions.

More Than One Headline, More Than One Image

After all, who says a billboard should have just one headline (apart from everyone)? Or one image (again; everyone)? Why not five? (Okay, maybe it’s a little wild.) But why stop there? Block decided to toss in multiple logos, several seemingly unrelated thoughts, and a mix of styles that probably shouldn’t work together… but somehow do. The result is a campaign that turns the visual intensity up to 11.

Mark Braddock, Founder & Creative Strategy Director at Block, sums it up: “If the out-of-home renaissance is a throwback to a more refined advertising age, then this campaign speaks to an attention-deficit generation that wants it all, all at once—just with less sugar.”

Jayde Taylor from Denada adds, “We loved Block’s idea of doing more—or everything—with the space we had. Billboards are big, attention spans are small—so why not give people as much as they can possibly handle as they drive by? After all, we paid for every square centimetre—we’re going to use them.”

Surreal and Over-the-Top Visuals

The campaign is a feast for the eyes, combining Melle Branson’s hyper-detailed photography with surreal fantasy montages. Picture intergalactic mint ice cream witches, pampered snow leopards, and Fuzzilla – a super-cute monster bent on destroying Tokyo. These visuals turn the intensity dial up to 11, giving the campaign a distinct flavor that mirrors Denada’s philosophy: guilt-free indulgence with a big, bold punch.

The cherry on top? A cameo from Denada’s founding trio—Charlotte Haygarth, Jayde Taylor, and Sophie Lawrence—styled as ‘80s power-dressing bosses in the Triple Choc execution. Sophie even makes a second appearance as a heavily pregnant Trash Princess indulging in the Fairy Bread limited release.

Unapologetic Indulgence

With a creative approach that feels like someone copy-pasted their entire mood board onto the final artwork, this campaign leans unapologetically into indulgence. It mirrors Denada’s core ethos of flavour-packed, guilt-free excess.

Indulgent? Absolutely. But just like Denada itself, it’s indulgence in a healthier way.

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