Roxanna Bianco

solero 1

A global campaign was created to launch the new icecream brand from Unilever. An icecream experience creating “mental refreshment”. To date, “mind-altering” positioning had been reserved for the alcohol and perfume categories.

In the TVC, the “trip” is used to describe the product ingredients structure.

6×3 outdoor billboards wallpapered European cities throughout the hot summer months.

The campaign also proved to be successful amongst 16 – 30 year olds thanks to the “jungle” music soundtrack used, which was so popular at the time.

BEHIND THE SCENES: we travelled from Italy to shoot the TV commercial on a salt lake in South Australia. The nearby town was unable to accommodate all the extras and crew (more than 60 people) so all the men needed to sleep in tents. Music and post-production was produced in London. The print ads were shot on the film set during filming breaks. It was the first time a BLACK girl had been featured as an INSPIRATIONAL MODEL (rather than a colonial African image) in advertising in Italy, thanks to the courage of the client and the popularity of Naomi Campbell.

MEDIA: TV, CINEMA, OUTDOOR BILLBOARDS

See print campaign.