TIP TOP ice cream BOTTOMLESS CONE
Optimism is a superpower. If you could bottle it up you would. But you can’t. However you can put it in a cone. Tip Top do this every day. They make optimism.
A brand new line was launched, “What’s the best that could happen?” with an unbranded phone number that was plastered all over New Zealand for just one day. Then we waited…
Only an optimist would call a random phone number and optimists started calling…
Following the success of stage one, we launched stage two of the campaign.
With some Bottomless Cones left, the search for optimists continued. In addition to art direction and extending the masterbrand from stage one onto social and digital platforms, my creative partner and I developed stage two.
Our objective was clear: to celebrate optimists. We just needed to find them. As a result, we devised three ultimate 'optimist tests'.
