Dairy Queen: Promising a spill-free experience at Blizzard Store
Since its launch, the Blizzard has claimed to be the creamiest ice cream. To prove it, Dairy Queen created a ritual in-store (Blizzard Store): serving Blizzards upside down promising a spill-free experience or the customer doesn´t pay! Three decades later, this marketing trick became predictable. Even though the Blizzard has introduced new flavors and mixes, the brand needed an original experience that reconnected with its core value: creaminess.
Idea: If every Blizzard must be served upside down, then we were going to build a whole store upside down. We constructed a Dairy Queen stand completely upside down. The structure was built from the ceiling down (rather than from the ground up). We hired a professional acrobat who was suspended from the ceiling and posed as a Dairy Queen employee handing out Blizzards. We positioned the stand in one of the main local malls on a day with high foot-traffic. Credits: Chief Creative Officer - Pinky Mon General Creative Director - Chacho Cabrera Creative Directors - Werner Lemke & Kochi Restrepo Head of Art - Roberto Pérez Senior Graphic Designer - Franklin Lu Graphic Designers - Fernando Acosta & Sergio Faria Producers - Samuel Martínez & Alfonso Diaz Stunt - La tribu Performance Stunt coordinator - Walter "Cucharita" Gutierrez Film Director - Chicho Canto Director of Photography - Alvis Gonzalez Art Direction - Grace Solarte Photographer - Paul Castillero Make Up - Bessie Linares Production company: VFX Panama & Geometry Panama Construction company: Contexto Panama General Manager - Mónica Urrutia Account Director - Olga Epifanio Account Executive - Liriola Garcia Planner - Isabella Ortega Digital Director - María Emma Faria Franquicias Panameñas General Manager - Joshua Henriquez Dairy queen Brand Manager - María Arrieta Tags: Experiential, Panama, Food, Dairy Queen, Ogilvy, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, Blizzard Store Read the full article
