Globally, paid media support for the Wall’s brand is limited, so we had to create smart, but low-budget PR ideas that punch way above their cost and create a story that will be shared by a global audience.

Wall’s Ice Cream creates value by momentarily melting away all of the ‘unimportant important’ stuff, like chores, busy-ness, routine, petty protocol & work – that prevents us being a little more spontaneous. Wall’s Ice Cream tagline ‘Goodbye Serious’ is a call to let a bit of joy in more often. That’s why we decided to bring ‘Goodbye Serious’ to the place that needed it most: the office.

The Office Ice Cream Truck was small enough to fit in an elevator and cruise through corridors, but big enough to fit a full-size ice cream man. With our truck we visited offices and surprised office workers with Wall’s ice cream. Not only did our cute, little truck help employees forget about the ‘unimportant important’ stuff for a moment, an online video of the adventures of our little truck created buzz and PR for Wall’s all around the world!

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. We created a film in which we showed how our truck surprised office workers. This film was placed on Wall’s social media channels.

The story of the truck spread online and 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. That ice cream is in fact a brilliant part of everyday life.