Häagen-Dazs rewards hardworking Japanese amusement park worker with surprise evening

A three and a half minute film by ice cream brand Häagen-Dazs in which a hardworking Japanese amusement park worker is rewarded for bringing joy to others has garnered 1.1 million views within three weeks of launch on YouTube.

The online film, directed by artist and film-maker Chie Morimoto for ad agency J. Walter Thompson, features Tokyo amusement park worker Moe, who is treated to a surprise evening where she works by her friends and family. The film does not feature the product at all, but the rides in the film are decorated with Haagen-Dazs colours.

Go Sohara, ECD at J. Walter Thompson Japan, said: “Haagen-Dazs, is not just a luxurious dessert for a snack time or after supper. It’s a dessert for your day that gives you sweetness, happiness and positive energy for tomorrow. There is a strong emotional relationship between the brand and consumers that makes this product special in a cluttered category. We would like to keep entertaining and inspiring people by producing other activities based on this new brand message, ‘Every day deserves a happy ending’.”


  • Executive Creative Director: Go Sohara / J. Walter Thompson Japan
  • Creative Director: Chie Morimoto / goen゜
  • Art Director: Kazuya Tanino / J.Walter Thompson Japan
  • Copywriter: Kaoru Yabe / J.Walter Thompson Japan
  • Producer: Yuki Takahashi / J.Walter Thompson Japan
  • Script Writer: Mitsuru Kuramoto / ninpop
  • Producer: Takaya Ohmura / Tohokushinsha Film Corporation
  • Production: Takashi Ojima
  • Direction (Documentary part): Daisuke Kamisaku / REAL ROCK DESIGN
  • Direction/Edit (Surprise part): Shigehiro Moriya
  • Direction/Visual effect (Surprise Part) Yuko Yasunaga / CAVIAR
  • Stage-manage: Konosuke Iizuka / Iizuka Stage Office
  • Shooting: Toyotaro Shigemori / GLASSLOFT inc.
  • Shooting (Documentary Part): Kyoko Noguchi
  • Steadicam: Kenichi Taguchi, Yoshinobu Nagamori
  • Lighting Gaffer: Takeshi Nakasu / Phalaris
  • Art: Mamoru Furumoto / TRYTRY
  • Choreography: Ryohei Kondo, Naoto Katori, Gitaro / CONDORS
  • Animal Casting: Mamoru Satoh / Satoh Doubutsu Production Inc.
  • Stylist: Daisuke Iga / band
  • Hair & Make-up: Noboru Tomizawa / CUBE
  • Sound: Shuichiro Sakaguchi / BAGN. inc
  • Mixer: Ryo Ishizaka / Omnibus Japan
  • Account Director: Hajime Kato / J.Walter Thompson Japan
  • Account Supervisor: Yohei Kondo / J.Walter Thompson Japan

Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing