Many Canadians see Ottawa as "vanilla." To change perceptions for Tourism Ottawa, Rethink decided to break the mould of tourism advertising and launched a brand of ice cream: Not Vanilla. The team created five flavours that represented some of the experiences Ottawa has to offer, like "Rideauculous," which was inspired by the Rideau Canal. The packaging also worked to counter misconceptions. Plain, white and boring on the outside, each box of ice cream actually contained colourful designs inside – showing that a world of excitement can live just below the surface, if you’re willing to discover it.