The idea in one sentence
The moon is a cookie, and someone is nibbling on it.
The brief: A new ice cream flavor: milk ice cream with real cookie pieces. Funny, with a cool voice, high-end, and it must not look like AI under any circumstances.
How we came up with the idea
In the end, cookie pieces in ice cream are crumbs. And what’s round, bright and hangs in the sky at night? From there, it was pretty much obvious: the moon is a cookie. The name “Mondkrümel” (moon crumbs) almost came on its own. And the story came with it.
Read the full case study3 more chapters
The film
A quiet summer night. Suddenly a piece of the moon is missing. Someone took a bite. The moon opens its eyes and looks down: its crumbs are landing in a bowl of ice cream. „Hey! Das sind meine Krümel!“ (“Hey! Those are my crumbs!”)
Then we get up close. Creamy ice cream, a spoon pulls through, and you hear it crunch. The moon gets curious and tastes itself. After that, it’s just a „Halbmond.“ (“Half moon.”)
At the end, the package: „NACHTKUGEL Mondkrümel. Cremiges Milcheis mit echten Cookie-Stücken. Neu im Tiefkühlregal.“ (“NACHTKUGEL Mondkrümel. Creamy milk ice cream with real cookie pieces. New in the freezer aisle.”) And at the very end, with a wink: „Nicht weitersagen.“ (“Don’t tell anyone.”)
The brand and the product are made up for the concept.
Why it sells
- The joke is the product. You laugh at the bitten moon. And you’ve already understood what’s inside: cookie.
- “Don’t tell anyone” turns an ice cream into a little secret. And people love passing secrets on.
- The sound carries the mood. A summer night, the scrape of a metal spoon, a crunchy bite and small, playful transitions.
What we learned
Mondkrümel was our first film that day. Our honest takeaway after the first cut: the idea works, but there’s too little movement. At the end, the tub just stood there. It should have been spinning.
That one sentence changed everything that came after. Each of the three films that followed has a bit more motion: first GLUTSTEIN, then ORVEN ONE, and finally KAIRON.