This sign takes the most primal question – why? – and pairs it with a drawing of a fallen ice cream cone. It evokes childhood loss – those small tragedies that at the time leave you heartbroken. The chalkboard only reinforces the sense of early lessons learned.

It may seem strange to advertise ice cream with an image of disappointment. But perhaps we’re also meant to recall the adult who stepped in and bought the replacement ice cream cone… and being the adult now, we’ll walk into the shop to regain that feeling of comfort and security.


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