Cornetto and summer have always hung out together. Now they are together in posters across Europe in a campaign by LOLA MullenLowe Madrid and PICT, that combines the famous Cornetto wrapper with images, such as surfers, boats, waves, pool inflatables, beach umbrellas, that say summer fun.
The posters were hand-crafted, each an edgy one-of-a-kind collage that made Cornetto’s relationship with summer stand out. Creating them involved using magazine clippings and experimenting through hundreds of trials and errors with Cornetto paper to achieve the perfect composition for each poster.
“At Cornetto, we have a simple mission – to position the brand as an essential part of summer in people’s minds. Thanks to our new brand campaign idea, ‘unwrap it’ we have uniquely associated summer with Cornetto by leveraging its distinctive brand asset at the centre of the creative idea. I am very proud of this campaign as it strikes the balance between the functional and emotional benefits, without any compromise,” stated Barbara Scala, global marketing head of Cornetto. “This campaign invites everyone to experience the joy of summer whilst unwrapping a Cornetto.”
Tomás Ostiglia, executive creative director at LOLA MullenLowe, added, “It was wonderful to cover the most important cities in Europe with art, in a summer celebration where we associated the ritual of unwrapping a Cornetto with the start of summer enjoyment, executed with simplicity and iconicity.”
The poster campaign was launched during the European summer and is set to expand globally.
Credits:
Brand: Cornetto
Brand Managers: Barbara Scala, Hazal Kantman & Charlotte Richmond
Creative Agency: LOLA MullenLowe
Executive Creative Director: Tomás Ostiglia
Creative Directors: Dante Zamboni, Jorge Zacher & Kevin Cabuli
Managing Director: Tom Elliston
Head Of Strategy: Camilla Facin
Strategy Manager:Bruno Yanagui
Account Directors: Victoria Rossetti & Bárbara De La Plaza
Account Supervisor: Megan Edwards
Design Director: Yan Graller De Oliveira
Art Director: Pedro Mezzini
Designer: Alan Chung
Head of Production: Felipe Calviño
Producers: Jorge Saade & Marina Saro
Production: Pict Estúdio
