Dubai-based cafe Dots has brought a beloved dessert into a cool, sweet treat—Cheesecake Ice Cream. To celebrate the arrival of their new menu, we were tasked to create an engaging campaign that also captured the joy of the new season.

We were on a mission to create something that was simple, fun, and brought people together over a delightful cup of cheesecake-flavored ice cream, enough to make anyone smile.

Aptly named "Say Cheesecake!”, we drew inspiration from the origins of the iconic phrase "Cheeeeese!" in photography. Back when smiling in photos was rare, photographers coined the phrase to capture people in their happiest state. We've reimagined it for our campaign, encouraging everyone to "Say Cheesecake!" and share the happiness through a cup of ice cream.

We began by bringing together adults and kids alike (and even a cute pupper!), shooting a series of photographs that captured smiles, cheesecake ice cream on one hand, and the essence of summer fun.

These photographs were accompanied with bright colors, hand-drawn illustrations, fun campaign language, and even a fun in-store experience. Customers get to say “Cheesecake!” and take home a captured photograph every time they purchase a cup of ice cream. From online content to in-store collaterals like packaging and uniform, we spread the message of the campaign through a colorful and fun imagery.

Truly, there's no better way to enjoy the season than with captured memories and a scoop of happiness in hand.