Dazs Drive
Häagen-Dazs

Häagen-Dazs made its Super Bowl debut by flipping Fast & Furious on its head—encouraging millions to slow down and savor the moment. But the story didn’t end with the spot. While filming, Ludacris (aka “Tej”) pitched a sweet, ice cream-inspired idea. So we took it off-screen and onto the streets. Dazs Drive was born—a 360 activation that turned indulgence into a full-on roadshow. We partnered with West Coast Customs to transform a ’63 Cadillac into a mobile ice cream experience, complete with cone-holder console and freezer trunk. Then, we took it cross-country from LA to the Big Game in New Orleans, rolling up to Ludacris’ live performance at Shaq’s Fun House during Super Bowl weekend with a trunk full of Dazs.

Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
President: Tamera Geddes
Creative Directors: Nicole LeLacheur, Erica Stevens
Experience Design Lead: Sarah Sweeney
Designer: Michael Stone
Senior Creatives: Jared Richmond, Chelsea Lee
Executive Producer: Tod Puckett
Director of Connections Strategy: Drew Forrest
Group Account Director: Ola Abayomi, Patrick Gulliford
Account Supervisor: Ahreana Blair, 
Director / Photographer: Anthony Pham
DP: Luke Orlando
1st Photo Assistant: Alex De La Hidalga
Producer: Joey Fitzsimmons

Chief Creative Officer & Co-founder: Laura Petruccelli
Chief Strategy Officer & Co-founder: Graham North
President: Tamera Geddes
Creative Directors: Nicole LeLacheur, Erica Stevens
Experience Design Lead: Sarah Sweeney
Designer: Michael Stone
Senior Creatives: Jared Richmond, Chelsea Lee
Executive Producer: Tod Puckett
Director of Connections Strategy: Drew Forrest
Group Account Director: Ola Abayomi, Patrick Gulliford
Account Supervisor: Ahreana Blair, 
Director / Photographer: Anthony Pham
DP: Luke Orlando
1st Photo Assistant: Alex De La Hidalga
Producer: Joey Fitzsimmons

sarahsweeney.design@gmail.com

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