Bluey Ice Cream Van Roadshow
A travelling activation that turned Bluey Fest into a joyful, real-world treat for Aussie families
Client:
ABC
The brief
To mark five years of Bluey, ABC wanted to take the celebration off-screen — bringing the warmth, fun, and heart of the show into the real world. The goal was to reward fans with a live experience that matched the emotional connection and creativity of the series itself.
Our curious spark
Two iconic Bluey episodes — Ice Cream and Tradies — inspired a nostalgic, authentically Aussie experience designed to delight fans and stay true to the show’s spirit. These storylines gave us a framework for both the van’s design and its purpose — reminding families of the show's humour, lessons, and loveable characters.
Why this campaign mattered
Bluey is more than a show — it’s a cultural phenomenon. We needed an activation that honoured the storytelling, celebrated the characters, and rewarded the community of fans who’ve made Bluey a global hit. It was a rare opportunity to bridge the gap between screen and street — turning passive viewers into active participants in Bluey’s world.
Activating curiosity and creativity
Our curious crew at work
We worked hard to capture the essence of Bluey in a real-world experience that resonated with families and reflected the show’s wholesome, imaginative nature. We needed to ensure that the event felt both authentic and magical while encouraging engagement from families and young fans.
Proof that curiosity pays off
Incredible engagement
Thousands of families turned out along the east coast for ice creams, photo ops, and a joyful Bluey moment.
Cultural impact
A seamless bridge between Bluey’s digital presence and in-person fandom — from Southbank to suburbia.
Brand alignment
Every element stayed true to Bluey’s charm, values, and visual identity — from the sprinkles to the signage.
Lessons in curiosity
By asking, “How do we turn a train station into a learning moment?” we helped transform Mini Melbourne from a map into a mission — giving students a chance to build the future, one block at a time.