We created childlike happiness by crafting the central campaign platform ‘The Silly Swap’ – transforming silliness from something we’re told to supress into a currency that’s celebrated. We built a giant replica Wally the Freezer who set the public ridiculously silly challenges for their chance to win a Wall’s ice cream. Doubling up as a stage we used the set to produce a content series for socials to reach millions more consumers online. The Silly Swap platform was also used across the Wall’s influencer and media strategies to provide a fully integrated campaign.