Case Study

Breaking World Records with Walls

Celebrating Walls 100th birthday with a Guinness World Record and a Brighton beach party.

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The results:

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ice creams sold


social media interactions

World Record

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The challenge:

Walls wanted to celebrate turning 100 by launching their first consumer-facing, purpose-driven campaign.

What we did:

We started the Wall’s 100 campaign by breaking a Guinness World Record. We got 98 ice cream vans in procession at the historical Goodwood Racetrack.

We then took over Brighton by hosting the biggest consumer awareness and mass sampling activation Wall’s has ever done, culminating with the Wall’s 100th birthday party at Hove Lawns.

By creating four unique zones, we were able to bring each of the hero brands to life. And in the spirit of togetherness, the general public was treated to a day filled with activities, hangout areas and music that ice cream lovers of all ages could enjoy.

“What we achieved with the 100th birthday and Guinness World Record was once in a lifetime, and something I don’t think any of us will see the like of again. The collaboration between brand and agency was brilliant. The feedback has been overwhelming and the exposure incredible. Thank you once again – I look forward to working with the iD team again.”


Louise Morley – Marketing Manager Wall’s Ice cream

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