Addy Winner, Bronze
Featured on Ads of the World
Baskin-Robbins Sundae Shakes – A Playful Transit Media Campaign
How do you showcase the irresistible indulgence of Baskin-Robbins’ Sundae Shakes? By contrasting them with something hilariously unappealing.
For this out-of-home transit media campaign, we created a faux health brand—"Bobo’s Fish Juice." Designed to mimic trendy health food advertisements, these satirical transit ads were placed side by side with genuine Baskin-Robbins promotions. The goal? To capture attention, spark curiosity, and reinforce the message: Why settle for questionable health fads when you can enjoy a rich, creamy Sundae Shake?
To drive engagement and conversion, the campaign featured a custom URL and landing page, directing viewers to their nearest Baskin-Robbins location—ensuring that they left Bobo’s behind and opted for something truly delicious.
This campaign leveraged bold visual storytelling, strategic placement in high-traffic transit areas, and playful contrast to create a memorable, shareable brand moment that resonated with commuters and passersby.