The Challenge
Cornetto was a childhood favourite of mine, and although it was still popular, it was losing market share to its stablemate, Magnum.
I wanted to catch the attention of the Cornetto team, to create a campaign that could reinvigorate the brand with the Gen X and Millennial audience by creating anarchic cartoon characters that were not aimed at children, but at 30-somethings.
This formed the basis for the ‘Think outside the tub’ pitch concept, inspired by retro character design reminiscent of ‘South Park’ and ‘Happy Tree Friends’ which would appeal to the target audience.
