Title	WALL’S OFFICE ICE CREAM TRUCK
Brand	UNILEVER
Product/Service	WALL’S ICE CREAM
Category	A01. Use of Promotional Events & Stunts
Entrant Company	DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS
Advertising Agency	DDB & TRIBAL WORLDWIDE AMSTERDAM, THE NETHERLANDS

Name	Company	Position
Alex Herwig	Ddb/Tribal Worldwide/Amsterdam	Creative
Jeroen Thissen	Ddb/Tribal Worldwide/Amsterdam	Creative
Nelly De Wit	Ddb/Tribal Worldwide/Amsterdam	Account/Agency Producer
Dylan De Backer	Ddb/Tribal Worldwide/Amsterdam	Executive Creative Director
Edwin Nikkels	Edwin Nikkels	Film Director
Daan Starrenburg	Back2back Productions	Producer
Maarten Knook	Goed Bezig! Producties	Prop Builder
Michiel Mullink	Amp.amsterdam	Sound Design And Audio Postproduction
	Amp.amsterdam	Music Production

The Brief

We wanted to reach young adults the world over with a chronic & unavoidable habit of taking life and its modern, everyday, humdrum demands unnecessarily seriously. Wall’s Ice Cream creates value by momentarily melting away all of this ‘unimportant important’ stuff, allowing us to live a little more joyfully for just a moment. Wall’s Ice Cream tagline ‘Goodbye Serious’ is a call to let a bit of joy in more often.

Campaign Success

We decided to bring ‘Goodbye Serious’ to the place that needed it most: the office. To do this we created The Office Ice Cream Truck. An ice cream truck that was small enough to fit in an elevator and cruise through corridors, but big enough to fit a full-size ice cream man. Our little truck had all the features a normal-sized ice cream truck has, but five times smaller: a miniature speaker on the roof to play the iconic ice cream truck tune, a small cooling box to hold up to 20 ice creams, a tiny sliding side window and of course a little red-and-white sunshade canopy. With our truck we visited several offices and surprised unknowing office workers with Wall’s ice cream. Goodbye serious!

Describe the success of the promotion with both client and consumer including some quantifiable results

Wall’s Office Ice Cream Truck helped the brand communicate that ice cream is not only eaten when it’s hot, on holiday or by little kids. That ice-cream advertising doesn’t have to be people jumping off jetties into the sea in the sunshine or cheesy shots of people laughing and eating ice creams. But that ice cream is in fact a brilliant part of everyday life and helps us all to take life just a little less seriously.

Explain why the method of promotion was most relevant to the product or service

The Wall’s Office Ice Cream Truck was a one-off pop up event created to generate publicity for Wall’s Ice Cream. Our charming little truck secretly infiltrated big office buildings and surprised unknowing office workers with Wall’s ice cream, helping them forget the ‘unimportant important’ stuff for a moment. The Office Ice Cream Truck brought ice cream directly to where the target group was and in doing so generated a direct response from everyone it encountered. Goodbye serious!