This is work for Baskin-Robbins that I did at 22squared. Our goals were to raise awareness to our campaign, increase sales during periods of bad weather, as well as change the perception of when it is acceptable to eat ice cream. We did this with social ads, IG activation, and experiential tactics.

Manifesto:

Ice cream.

We all love and enjoy it, and it connects us.

It connects us to childhood memories of joy and happiness.

It connects us to excitement and to one another.

There is only one problem.

We are limiting our happiness to the hot months.

But we can not stand for this, and we won't.

There must be a change, and we will make one.

We will let the world know that it is okay to eat ice cream,

Whether or not it it sunny,

Whether or not it is snowing,

Whether or not it is cold and rainy.

Baskin-Robbins

Weather Or Not.

The Baskin-Snow plow won't let a tiny blizzard get in between you and your love for delicious ice cream. We will pave the way for you to retrieve your frozen treats on any snowy day.

Alternative campaign: Use hydrophobic paint (arrows pointing towards stores, along with hopscotch) to lead customers to the stores. 

AD: Kendra Malone

        Lindsay Narbeth

CW: Walker Bowen