What’s the best that could happen?
Tip Top was the second pitch I ever worked on, and our strategy was to encapsulate the optimistic spirit of ice cream. One of my lines ‘What’s the best that could happen?’ ended up being the platform that won the pitch.
Mystery Phone Number
To launch this idea we wanted to reward people for their optimism. People who took a chance, thinking, what’s the best that could happen? I should note this wasn’t my idea, but I did help with supporting comms and felt like this was worth including as it was the best example of the platform.
OOH
The line also worked well as a pay off when put against a challenge to do things a bit differently.
Challenge Sticks
We also started putting these optimistic challenges on the ice cream sticks themselves. The budget was tight, so I ended up acting in one of the AVs as well as voicing them over.