Dairy Queen: Promising a spill-free experience at Blizzard Store

Since its launch, the Blizzard has claimed to be the creamiest ice cream. To prove it, Dairy Queen created a ritual in-store (Blizzard Store): serving Blizzards upside down promising a spill-free experience or the customer doesn´t pay! Three decades later, this marketing trick became predictable. Even though the Blizzard has introduced new flavors and mixes, the brand needed an original experience that reconnected with its core value: creaminess.

Idea:
If every Blizzard must be served upside down, then we were going to build a whole store upside down. 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. We positioned the stand in one of the main local malls on a day with high foot-traffic.

Credits:
Chief Creative Officer – Pinky Mon
General Creative Director – Chacho Cabrera
Creative Directors – Werner Lemke & Kochi Restrepo
Head of Art – Roberto Pérez
Senior Graphic Designer – Franklin Lu
Graphic Designers – Fernando Acosta & Sergio Faria

Producers – Samuel Martínez & Alfonso Diaz
Stunt – La tribu Performance
Stunt coordinator – Walter “Cucharita” Gutierrez
Film Director – Chicho Canto
Director of Photography – Alvis Gonzalez
Art Direction – Grace Solarte
Photographer – Paul Castillero
Make Up – Bessie Linares
Production company: VFX Panama & Geometry Panama
Construction company: Contexto Panama

General Manager – Mónica Urrutia
Account Director – Olga Epifanio
Account Executive – Liriola Garcia
Planner – Isabella Ortega
Digital Director – María Emma Faria

Franquicias Panameñas General Manager – Joshua Henriquez
Dairy queen Brand Manager – María Arrieta

Tags:
Experiential, Panama, Food, Dairy Queen, Ogilvy, OOH Advertising, Best Outdoor Advertising Campaigns, Best OOH campaigns, Best Outdoor Ads, Blizzard Store