Garden Creamery: Eat Dessert First
Garden Creamery is a hot spot for cold treats in San Francisco. Their pink aesthetic, photogenic treats, and Instagram posts have a stranglehold on Millennials. But, they have a massive Gen Z blindspot. Most ice cream advertising is very happy and cheerful—not what Gen Z "Doomer Zoomers" are currently feeling from the world. From there, the question that fueled the writing became, "What makes Gen Z feel justified in eating dessert first?"
Awards: x4 Gold Student ADDYs in Copywriting, OOH/Transit Campaign, Social Media Campaign, Integrated Campaign (AAF SF Bay Area)
Creative: Jamie Baden | Mentor/CD: Roger Muller
