Flipped Out was a novelty sundae from Ben & Jerry's. To eat it, you turn the package upside down. We turned the simple product attribute into the crux of our campaign.
Print was run upside down, making the reader turn it over. It's like a product demo, just not as tasty.
We decked out tour busses in San Francisco, New York, and Philadelphia. There was even an upside-down freezer truck doing a tasting tour.
We did more upside-down print ads with custom illustrations for specific cities.
And did station takeovers in New York and Boston.