Since this wasn't a paid media effort, it had to win people over without the luxury of targeted exposure. The Wall's brand wasn't front and center from the beginning, thus functioning as more of a reveal. There were no restrictions or regulations that make our story better.

But we did create a shareable film that we feel would easily navigate or overcome and channel obstacles. There's a fundamental human joy in going for a ride. Especially in an 8-foot grocery cart.

On April Fools Day 2015, we reprogrammed a store’s checkout scanners, replacing the all-familiar beep with much more ridiculous sounds, unique to each item’s barcode. Bewildered customers were then surprised with free Wall’s Ice Cream, along with the global brand message “Goodbye Serious” printed on every receipt. Shoppers instantly shared the experience on social networks and word of the Wall's stunt spread quickly.

At the time of entry, this content piece was just beginning to spread. Adults were the consumer target. Reminding them of the joys of childhood and the simple pleasure of ice cream is all our brand set out to do.