Roxanna Bianco

Solero 1

A global campaign created to launch a new icecream brand from Unilever. In the TVC, a mental “trip” serves to describe the product ingredients structure made of tropical ice and smooth creamy vanilla. An icecream experience creating “mental refreshment”. To date, “mind-altering” positioning had only been reserved for the alcohol and perfume categories.

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

The campaign proved highly successful in connecting with 16 – 30 year olds thanks to the “jungle” music soundtrack created for the spot.

BEHIND THE SCENES: we shot 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 the men needed to sleep in tents. Music and post-production was done in Smoke and Mirrors, London. The print ads were shot on the film set during breaks in filming. This campaign was the first time a Black girl had been featured as an inspirational model in advertising in Italy  (rather than a colonial African image) , thanks to the courage of the client (finally) and the popularity of Naomi Campbell.

MEDIA: TV, CINEMA, OUTDOOR BILLBOARDS

View TVC.