Problem:
Let’s put a skating rink on the pier for the Holiday!
Ummm. A rink on the Broadway Pier might not be the best idea, Coastal Commission and all. How about JOYFLAKES instead?

Solution:
Let’s make a place for visitor photo-ops. This 10’, aluminum, JOY word-sculpture is surrounded by colorful snowflakes that drift playfully onto the Embarcadero walkway. Let’s call them “Joyflakes” (TM) That’s pretty cheerful!

Now, how do we make this into a giant campaign for the entire waterfront Embarcadero?