Cornetto Design & Branding CONE JOURNEY by Lola Madrid

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CONE JOURNEY

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Industry Ice cream & Cold desserts
Media Design & Branding
Market Spain
Agency Lola Madrid
Creative Director Eduardo Martinez Gil, Juan Sevilla, Angel Morales, Juan Pablo Christmann
Art Director Stela De Diego
Account Supervisor Alexandra Amstrong
Released March 2012

Credits & Description

Category: Posters
Advertiser: UNILEVER
Product/Service: CORNETTO
Agency: LOLA/LOWE & PARTNERS
Excecutive Creative Director: Chacho Puebla (LOLA/Lowe & Partners)
Excecutive Creative Director: Jorge Lopez (LOLA/Lowe & Partners)
Creative Director: Juan Sevilla (LOLA/Lowe & Partners)
Creative Director: Juan Christmann (LOLA/Lowe & Partners)
Creative Director: Eduardo Martinez Gil (LOLA/Lowe & Partners)
Art Director: Stela De Diego (LOLA/Lowe & Partners)
Account Mannager: Tom Elliston (LOLA/Lowe & Partners)
Account Supervisor: Alexandra Amstrong (LOLA/Lowe & Partners)
Production: Marie Gilot (LOLA/Lowe & Partners)
Head Of Production: Hector Palacio (LOLA/Lowe & Partners)
Creative Advisor: Tura (LOLA/Lowe & Partners)
Media placement: Posters - Street - 30th March 2012

Describe the brief from the client
The brief was to express, in a teenage way, the benefit of the products, and what the experience eating a Cornetto gives. We define it as a journey. Because you start on the cream and nuts and chocolate crown, then go to the crispy waffle and the perfect chocolate ending.

Describe the challenges and key objectives
To get teenagers' attention describing a product.

Describe how you arrived at the final design
We decided to represent a series of journeys, all with a different approach, talking about different subjects. Because a party at the beach can be a journey, or going surfing, etc. Everytime, the context for the illustrations was summer, fun, togetherness, experience and love. Because you can always have a journey with someone, no matter how long it last, as long as it is intense and ends on a high.

Give some indication of how successful the outcome was in the market
Kids love it! They share them over the web and social media, turning posters into a social internet currency.