22Squared has a long, sweet(!) relationship with Baskin-Robbins. The iconic 76-year old ice cream brand wanted to stay relevant to a younger market being wooed on the steady by younger, hipper, gourmet ice cream brands. So for the first time in over two decades, they asked to reposition the brand as a cue for happiness. The Seize the Yay campaign encourages the optimist in all of us to say yes to ice cream no matter what moment life brings you.
Role: Executive Creative Director
Director: Win Bates