The beauty of a simple idea

With some hot weather and the distinct need for a bit of indulgence, I went out yesterday to find some great ice cream for me and my kids. It got me thinking back to some work I did for the wonderful folks at gelato business Amorino not so long ago. Everyone laughed and said I couldn't pull it off, but the vision was clear in my head. I said using their signature petal flower ice creams, we would launch the world's first lickable florist to mark the opening of the Chelsea Flower Show.

We literally transformed the outside of their store in the King's Road to the look and feel of a traditional retail florists with walls of frozen and tasty blooms greeting consumers on the street. We bounced it off a few picture desks as a possible story to test the thinking and I and they, knew it would work. It tied to news agenda, but most importantly it was simple, bold and visually beautiful for on and offline and fabulous content for the social channels. So stand by your convictions folks. My team were tenacious in pushing it out there and the client was trusting and bold. It flew as a story on all fronts. We had it licked!