Built around the idea of gifting as a wish, this seasonal project connected product naming, packaging and campaign storytelling into one cohesive concept.

The thinking started from culture, craft and curiosity — exploring how to turn a mooncake from a festive SKU into a cultural object people would want to gift.

The campaign generated 100K+ social engagements, 300+ PR clippings and a Top 10 Google search ranking for Häagen-Dazs Mooncake. The first batch sold out within one hour.

A seasonal idea shaped into a product experience with measurable results.