To launch Ben & Jerry’s “Flipped Out” dessert, we turned a product attribute into deeper media engagement. Just as the consumer would flip the new dessert over onto a plate so that its chocolate fudge would drizzle over the ice cream as it melted, the reader flipped the print advertisements around to read the copy; getting an effective product demonstration from the imagery. We extended the idea to a wide range of outdoor media, including complete subway-stations in three cities, as well as wrapped buses that made all of its passengers appear to be “flipped out.”