28.6 M

TOTAL IMPRESSIONS

Baskin-Robbins x IF

Our brains are in adulting mode 24/7. That leaves barely any time for our imagination and childlike wonder to play. Frankly, that’s sad.

Introducing, Treat Your Imagination 🍨🌈

In partnership with Paramount Pictures and John Krasinski’s IF, I helped create an integrated campaign that brought imaginary friends (or IFs) into the real world—all with the help of Baskin-Robbins ice cream & our 8 ft purple-furred imaginary friend.

BEST AVERAGE WEEKLY

SALES TO DATE

1M+

SITE VISITS

TV / OLV

IRL ACTIVATION

4D Photo Booth

We created a 4D photo booth for fans to immerse in the world of IF. With ice cream and a mighty pink spoon, the magic was unlocked: our invisible yet ecstatic IFs greeted them via seat rumbles, a sneeze and more surprises.

WINNER

WINNER

WINNER

Treat your imagination? We’ll treat you right back. One lucky fan took home the ultimate prize: free Baskin-Robbins ice cream for a year.

DIGITAL ACTIVATION

Imagination Station

The magic continues. Fans could create their own IFs through our IF Generator, powered by Baskin-Robbins. And not a single IF looked the same.

TIKTOK / SNAP / INSTAGRAM CONTENT

Social Takeover

Agency: 22Squared

Group Creative Director: Rocío Alvarado

Senior Art Director: Ryan Bailey

Senior Copywriter: Me!

Junior Art Director: Jeremiah Adeola

Junior Copywriter: Dana Gross

Producer: Dana Taji

Production House: Unicorns & Unicorns

Director: John Poliquin

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Baskin-Robbins