Aubi & Ramsa: Nothing Good Ever Happens Before Midnight
Miami Silver ADDY
Integrated Brand Identity Campaign
Integrated Brand Identity Campaign
District 4 Gold ADDY
Integrated Brand Identity Campaign
Integrated Brand Identity Campaign
District 4 silver ADDY
Ad campaign
Ad campaign
Client: Despite being an ultra-premium, wine-and-spirit-infused ice cream, Aubi & Ramsa was still largely perceived through the conventions of the ice cream category. Consumers expected dessert, not a premium lifestyle product, making it difficult for the brand to occupy the same cultural space as luxury spirits.
The Insight: Premium spirits aren't defined by what they are, they're defined by when they're enjoyed. They're reserved for evenings, celebrations, and moments that feel a little more indulgent. Ice cream, by contrast, is culturally associated with childhood, afternoons, and innocence.
The Challenge: Aubi & Ramsa is a Miami-based brand of ultra-premium, wine-and-spirit-infused ice cream. The goal of the campaign was to expand the brand beyond the ice cream aisle and reposition it alongside premium spirits without losing its sense of indulgence and play.
The Idea: "Nothing Good Ever Happens Before Midnight" reframes ice cream as a nighttime indulgence. By shifting ice cream from a child-centered, daytime treat to a product meant to be enjoyed after dark, the campaign elevates the product by bringing maturity, sensuality, and mischief to a traditionally innocent space, all the while preserving the looseness and fun of a Gen-Z-friendly liquor brand.
The Work: A campaign inspired by the visual language of flirty dating apps, paired with witty headlines that romanticize the thrill of staying out late. Across print, digital, social, and out-of-home, Aubi & Ramsa becomes less of a dessert and more of an invitation to indulge after midnight.
Ad Placement
Subways, bus stops, and late-night airport terminals exist in the in-between hours. by Placing the campaign in these locations allows the message “Nothing Good ever Happens Before Midnight” to feel lived, not advertised. If you’re seeing this work, you’re already awake, already in motion, already past permission. these ads become an invitation to the rest of night, proof of the idea: ice cream isn’t a childhood treat anymore, it’s an after-hours luxury, chosen on your own terms.
Idea Extension
Website Countdown
To extend the campaign into digital spaces, the Aubi & Ramsa website would remain locked until midnight each night for the duration of the campaign. Visitors arriving earlier would be greeted with a live countdown reinforcing the campaign line "Nothing Good Ever Happens Before Midnight". Once the clock strikes twelve, the site unlocks, revealing the brand experience, product offerings, and late-night indulgence. By turning time itself into a gateway, the digital experience reinforces the idea that Aubi & Ramsa is meant to be discovered after hours.
Idea Extension
"Speakeasy"
To extend the idea beyond media, Aubi & Ramsa introduce speakeasy-style pop-ups that would open only after midnight. Set within discreet, design-forward spaces in cities like New York and Miami, the experience would reframe ice cream as an after-hours ritual rather than a casual treat. By tying access to timing instead of exclusivity, the activation would reinforce the brand truth: nothing good happens before midnight.
Credits
Creative Director | Giovanni Aprigliano
Associate Creative Director | Chantal Chalita
Art Director & Photographer | Martin Hidalgo
Copywriter | Martin Hidalgo
Social Media Strategy | Arleigh Curry
