At Y&R, we worked with Haribo as a global icon built on joy, playfulness and strong emotional connections across generations. Our challenge was to respect the brand’s heritage while finding contemporary ways to express its personality through bold, relevant creative work. We translated Haribo’s playful DNA into impactful actions designed to live beyond traditional media and connect directly with people in real spaces, reinforcing the brand’s presence through experience rather than communication alone. This led to a special activation in Madrid, developed with artist DarIo Gubermann, where a large-scale 3D panel transformed Haribo’s visual language into a striking sculptural installation—bringing the brand into the city in a tangible, memorable and engaging way.
If you’re here, curiosity has already done its job. So let’s make it easy: reach out and let’s talk. Maybe it’s just a question. Maybe it’s the start of something worth building. Either way, we’ll find out by working it through.
