ICEE is a nostalgic favorite that was looking to reinvigorate their brand. Starting with the human insight that people need help reconnecting the adult-sized character we play day-to-day with the kid version of ourselves that’s been buried inside for far too long, we created a new tag, campaign, and essence for the brand–”Let the Kid Out.” Every sip reminds you to have fun, letting your childlike nature re-appear. Utilizing billboards and social, we spread the message of fun and wonder throughout the land!