This FSI to promote the limited edition of summer flavors for Edy's Ice Cream was a great example of how good copywriting can make a simple product-focused layout into a concept. Summer means movies (especially sequels), but they're only in theaters for a limited time. We took that idea and paralleled it with Edy's Ice Cream. The client wanted a focus on the flagship product (vanilla) but also wanted to promote the limited edition summer flavors that were back on shelf. It reminded me of a classic film that spawns several successful sequels (or at least tries to). And that's how this concept came to life.