Social change and educational project
Julian Jones, Jack Curry, Spencer garden and Juan Cifuentes
Nice Cream song by: Timi Bumatayl
Our goal was to make Long Beach a better city by making its streets more efficient; therefore, making them into a happier place to be. We concentrated our attention on lower income neighborhoods where our input will make the most impact. After a lot of research and talking to tons of people in the area we narrowed down the problem to street littering. If we can change the way that the streets look, we can change the way that people interact with each other, commute, and feel in their neighborhood. And by achieving all of these goals we make the streets more efficient and ultimately a happier place to be.
In order to change people’s perception about their neighborhood you have to be COMMUNICATIVE, DELIGHTFUL, EMPATHETIC, ORGANIC (adaptable), and TRUSTWORTHY. One thing that embodies all of these qualities is the ice cream man! The ice cream man gives color to neighborhood streets by bringing people out of their homes and into the streets with happiness and laughters.
Our concept is best explained by our tagline: “kind favors for sweet flavors”. We give you ice cream in exchange for favors. Some of these favors can be picking up trash, donating clothes, or donating can foods. Where do we get the funds? From donations, ice cream sponsors, candy sponsors, and the city.
We wanted bring back the nostalgia of the American ice cream man from the 40s and 50s. He embodies all of the qualities and styles that we need to change the way people perceive their neighborhood. We used colorful patterns for our uniforms and posters, friendly graphics with soft corners, friendly and inviting typography with catchy rhymes, and a custom song to embody all of our attributes.
Our concept was great but we needed to carry out the idea into the real world. The first step was to create colorful street posters in the shape of ice cream and popsicles that gave people the day and time of our arrival. Then we put our uniforms on, got a truck, sprayed the Nice Cream logo on, bought some ice cream, and hit the road with our daring idea!
The concept was simple for people to understand, and it took only a few seconds for kids and parents to come rushing to the truck after hearing our custom song. We gave them our cardboard scoops made out of 100% recycled boxes to pick up street litter in exchange for our delicious ice cream. It was a total success! Everyone loved our concept and we got many complements, but the one thing that really stuck with us was when someone asked... “When are you coming back?”