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The Making of Love

The Making of Love | Unilever | Lowe
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basics
Industry: Retail & Distribution
Media:TV & Cinema
Style: Minimalism
descriptioncnen
Why is this work relevant for Brand Experience & Activation?

Because we managed to create a whole universe of immersive and innovative brand experience around one of the most traditional media there is: a TV spot. And it helped Cornetto to connect and engage with an audience that is eager to consume branded content, as long as it is relevant and authentic to the world that they live in.

Background

Cornetto is the most iconic Italian ice cream among young people. Since 1959, it has been known as the ice cream of love. For all these years, their communication has been starred by young actors who would share a Cornetto and live a love story. 2019 marks it 60th Anniversary and we needed to do something special and unique to celebrate it.

Describe the creative idea (20% of vote)

For 60 years, Cornetto’s commercials starred actors pretending to be in love. For our Anniversary, we decided to help them fall in love for real. So, we made a campaign that started with a massive casting call: over 100 teens trying out for two roles in an ad that didn’t need actors, but soulmates. So instead of asking them to act, we simply asked them many questions. After comparing all of their answers and identifying the matches, we found the perfect couple and chose them to be the protagonists of our campaign.

Describe the strategy (20% of vote)

Based on their most unique answers, we tailor made our whole production to help love happen. Among their answers, for instance, both of them said that they would love to visit the past. So, that’s exactly what we did. We wrote a tailor-made script about a couple that travels back in time so that our actors could live that unique experience together. The best of all, they didn’t have a clue about it.

Describe the execution (30% of vote)

During all the shooting days, we had a making of crew capturing unique moments between our protagonists. We were always ready to discreetly register how the chemistry and the relationship between them got stronger and stronger as the days went by.

List the results (30% of vote)

On our 60th Anniversary we successfully managed to bring together two young actors that had a lot things in common for the first time, and that’s the starting point for a beautiful love story. The Making of Love asset was the online film with most interactions and positive comments in the history of Cornetto Italy, starting in a great way an important year for the brand.

Both actors live in Milan and until now, they keep in touch almost daily and hang out together.
Let’s see what can happen in the future.
credit
Brand:
Agency:
awards
Cannes Lions International Festival of Creativity 2019
Shortlist Brand Experience & Activation
Food & Drink
Cannes Lions International Festival of Creativity 2019
Shortlist Direct
Use of Broadcast
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