After several strategic workshops with Matt, Contrast coordinated an online campaign that would establish a new brand on a global scale and support the a six week installation within Selfridges London.

At the centre of the campaign, a dynamic Flash website that would convey the powerful brand identity, a sumptuous range of revolutionary ice creams and ice cream cocktails including The Sex Pistol, a natural-Viagra ice cream served with a shot of absinthe via an intravenous drip.

The team started online activity prior to the launch and using Twitter, Facebook, YouTube and working closely with the Selfridges online team and PR agency Taylor Herring, achieved over 1,500 followers/subscribers in a matter of weeks, before a single ice cream had even been sold.

The result was an overwhelming response on launch night, international online press coverage, over 3,500 followers/subscribers in just 6 weeks, multiple offers of investment and franchising, and an established platform for the brand to now launch themselves into the global marketplace and challenge the biggest names in ice cream.

The concept; smell gas?

The solution was to shoot a range of close-up portraits using people’s noses. The effect is quite striking when seen full size on a billboard.