Creativity

Dairy Queen: DQ-Topia

Using a vast, lush field and snow-capped mountains that could double for some Colorado outback, Dairy Queen, with creative help by agency space150, has launched

Editor's Pick

Using a vast, lush field and snow-capped mountains that could double for some Colorado outback, Dairy Queen, with creative help by agency space150, has launched DQ-Topia, a theme park of sorts that features a series of locales each offering their own unique challenge and point of interaction.

No Tomorrow Land or Space Mountain to be found here. Instead, visitors are introduced—via a perky, apron-adorned hostess flanked by DQ products—to a sunny world that includes area like “The Blississippi,” a challenge that encourages players to pick up as many treats with one’s toes and avoid non-treats in 45 seconds while riding a river raft made of waffle.

Other areas to peruse around the field include a drive-in theater to watch old TV spots and view photos, a “Blizzard Factory” section where you can mix n’ match your own DQ-styled confection, as well as the “GrillBurger Flipathon Classic,” which puts your burger flipping skills to the test.

Along the way, signs with exact distance point you in the right way, and if that isn’t enough, an birds-eye view function lets you check out the happenings above the clouds.

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About

Credits

Date
Sep 10, 2007
Client:
Dairy Queen
Agency:
space150

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