Walls - Season starters
  • Walls - Season starters
  • Challenge
    Encourage people to have their first ice cream right at the start of summer.

    Insight
    Migrating Birds mark the start of summer.

    Solution
    This year you can back a migrating bird. Follow its journey and if your bird arrives first, you get yourself free ice cream.
  • Each bird is given a persona and an ice cream team they're racing for. The print, outdoor and online media will hero the different birds, with amusing statistics and their interests. The ads invite you to choose one. Much like backing a horse.

    Online you can view all the competitors, see their statistics and find out which birds your friends have backed. Once the birds take flight you can watch their progress as they are GPS tracked and keep up to date via their tweets.
  • As they approach we have a welcome party for the birds, encouraging them to land. Your birds finishing position determined the discount you receive.

    Winners receive a code via text or email, that they can take to any store and claim their ice cream.
Description
A game that turns the migration of birds into a race. You back a bird and if your bird arrives first, marking the start of summer, then you win ice cream.
Fields
Advertising, Art Direction, Copywriting
Date
2011