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.

Our team recreated the experience of buying and ice cream completely upside down, from the bottom to the top.

The Blizzard is Dairy Queen’s most iconic ice cream.

Since its launch 1985, it has claimed to be the leader on creaminess. In order to prove it, the brand created an in-store ritual: serving Blizzards upside down promising a spill-free experience or the customer doesn´t pay!

Three decades later this experience became predictable to customers.