Block goes big in indulgent new Out-of-Home campaign for Denada

We appear to be in the middle of a creative billboard renaissance. British Airways, Tesco, Kellogg’s Cornflakes—our feeds are full of beautifully crafted, minimalist, effortlessly clever out-of-home campaigns.

Well, yeah—this ain’t one of those.

Block’s latest campaign for low-sugar ice cream brand Denada embraces indulgence in every sense. Launching the brand’s new look, reformulated products, and the tagline “Indulge: More, Sugar: Less,” this national campaign dials up excess to billboard-sized proportions.

Afterall, who says a billboard should have just one headline (apart from everyone)? Or one image (again; everyone)? Why not five? (Because it’s stupid.) And while we’re at it, let’s throw in multiple logos, several seemingly unrelated thoughts, and a mix of styles that probably shouldn’t live together but somehow… do (but shouldn’t)?

“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,” said Block Founder & Creative Strategy Director Mark Braddock.

Denada’s Jayde Taylor 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.”

The campaign combines Melle Branson’s hyper-detailed photography with surreal fantasy montages featuring intergalactic mint ice cream witches, pampered snow leopards and Fuzzilla – a super-cute monster intent on destroying Tokyo; all of which turns the visual intensity up to 11. Topping it off (the cherry on top?) is 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.

With an approach that feels like someone copy-pasted their entire mood board onto the final artwork, the campaign leans unapologetically into indulgence—mirroring Denada’s ethos of flavour-packed, guilt-free excess.

Indulgent? Sure. But, like Denada itself, in a healthy way.

Credits
Client: Denada
Founders: Charlotte Haygarth, Jayde Taylor, Sophie Lawrence
Agency: Block
Director of Business Development: Adam Poole
Director of Client Service: Melissa Mailey
Account Manager: Georgia Sharman
Creative Strategy Director: Mark Braddock
Creative Director: David Storey
Creative Team: Jack McAuliffe, Kate Higson, Mark Braddock, Mitch Mitchell
Photographer: Melle Branson