Unwrapping summer, one Cornetto at a time.

Different markets around the world have different taste preferences, but the joy of unwrapping a Cornetto ice cream is universal. We made this the star of Cornetto’s summer campaigns globally, to celebrate a product experience that unites everyone.

We kicked summer off with a handcrafted poster campaign across Europe to deliver one truth: summer doesn’t start with the sun, the beach, or flip-flops—it starts when you unwrap that first Cornetto.

The poster campaign combined the iconic Cornetto wrapper with all the representative elements of the season – including surfers, boats, waves, pool inflatables, beach umbrellas, and more. These elements were artistically mixed with the classic Cornetto wrapper to form a handcrafted collage. The result was distinctive posters that visually captured the essence of summer’s joy.

The craft behind the campaign was a true challenge. It involved using magazine clippings and experimenting through hundreds of trials and errors with the iconic Cornetto paper to achieve the perfect composition for each poster. Every element was carefully photographed and placed to ensure that the final collage beautifully captured the spirit of summer and the joy of a Cornetto.

The ‘Unwrap It’ campaign ran globally, with tailored executions for local markets; from Asia to India, to Europe. We looked at what an «unforgettable Cornetto moment» looked like to different markets, to ensure the campaign is tailored, locally relevant and drives consumer engagement.

What’s more, new pack designs have been rolled out across 80 of Cornetto’s key SKU’s featuring imagery shot in the same style as the campaign, as well as point of sale materials for freezer cabinets.