CLIENT: Slurpee

SLURPEE X FIGHTMND

PROPOSITION: Sell slurpees to people in winter

INSIGHT:

Just like the 2014 ASL Ice-Bucket Challenge, drinking a Slurpee too fast can mimic the feeling of MND.

IDEA:

Slurpee partners with FightMND for the Big Freeze 11 (AKA the Big Freeze 7/11)

EXECUTION:

Slurpee releases limited edition cups for the Big Freeze 7/11 available all winter, with $1 from every Slurpee sold being donated to FightMND.

For the Big Freeze at the ‘G event, sliders catapult themselves into the only thing that makes sense - a pool filled with blue bubblegum Slurpee. This mimics the feeling of MND for anyone who jumps (or slides) in.