This campaign was created for Cone Appétit, a local Grand Rapids company that creates unique and locally inspired ice cream flavors. Cone Appétit is unique in the fact that they have a collaboration with the company Exodus Cry. Exodus Cry’s mission is to abolish sex trafficking and the commercial sex industry. Cone Appétit has teamed up with Exodus Cry by generously donating 15% of all profits to their mission. This highlights this unique aspect of their company through an upbeat and positive attitude that matches the tone of the Cone Appétit brand and messaging that explains how ice cream helps people in need.