INSIGHT: 

Nightlife isn’t just about alcohol or getting drunk. It's the reward at the end of a long week, the excuse to see friends, and the chance to finally treat yourself. Adults didn't stop wanting fun, they just replaced childhood treats with drinks.

IDEA: 

Instead of competing with alcohol, Tipsy Scoop takes its place. By inserting ice cream into spaces that are reserved for drinking culture, we gave people another reason to celebrate the night.