I Scream for Herrera

The Challenge

For the 2011 San Francisco Gay Pride Parade, the San Francisco City Attorney's Office had a theme idea for their contingent but needed direction with concept development and event production. The theme was I scream for Herrera, a play on the popular novelty song, "I scream, you scream, we all scream for ice cream."

The Solution

The primary objective was to engage the crowd along the parade route. However, for this event and context, we needed to do something entirely unexpected for a typical elected official that would grab the most attention.

My team designed an experience that included: an ice cream truck that would accompany the contingent while projecting Cazwell’s provocative hit song with the LGBT community, Ice Cream Truck while enticing the crowd to SCREAM for ice cream. Created an iconic logo for shirts, signs, and stickers; 12 oversized signs of the ice cream cone logo, each one a color of the rainbow; and several face-in-the-hole ice cream cones used as portable photo booths.

The Result

By designing and producing an interactive event with an ice cream truck, we energized office participation and elevated visibility in San Francisco. The production created a "You had to be there!" experience that was widely shared on social media and connecting with a million plus people.