Color Up NYC! A campaign created in order to reduce environmental impact in New York caused by cars. To raise awareness of the problem, the ice cream company turns Google Street-view into black and white which symbolizes the dramatic effect of the harmful smog, which literally desaturates the city. As a solution the ice cream company installs the Roller Coaster city bike share system in New York to encourage people to ride the bike instead of taking a cab. The campaign uses different media platforms such as online, packaging design, product service and outdoor advertising.