Create a video to make teens fall in love with Cornetto in 15 seconds!
What comes to mind when you think of Cornetto? All the wonderful summer colours? The expected, yet surprising chocolate tip? Cornetto is the iconic, one-of-a-kind original, oh-so creamy ice cream in a crunchy, golden wafer cone. What makes it an irresistible afternoon snack is the pleasurable palette experience when the creamy ice cream meets the crunchy wafer.
Cornetto wants to connect with today’s teens (15-19 years old), so called “Centennials”. They are the only ones who have lived with smartphones and tablets from the day they were born. They are more independent minded and driven, only impressed by the most unique, original and humorous content. Cornetto wants to connect with them in their way, by showing how amazing Cornetto is in some 15 seconds videos around the year.
Can you come up with a big idea to make teenagers fall in love with Cornetto in 15 seconds?
Come up with a big idea that can be applied to different occasions throughout the year to introduce Cornetto’s multi sensorial experience. Express your idea in a surprising and funny 15-second video.
We’re looking for more than a regular food porn video showing delicious Cornetto ice cream, or a standard TV commercial showing teenagers falling in love over a Cornetto. We want you to show the great multi sensorial feeling when creamy ice cream meets a crunchy wafer cone. You can exaggerate, play with analogies, use easy and digestible stories…
We need you to think of a BIG IDEA that can be applied very easily to different occasions around the year. Think about the special occasions in one year, some social trends or cultural events related to celebrities, anything that raises a topic. Be creative! We don’t want an idea for cheesy holiday commercials. The submitted video should be an example to demonstrate how it works and looks like. Your video won’t be used directly so what matters the most is your IDEA instead of the execution.
When you submit your video, please answer two questions in the media description:
- Describe your idea in your own words.
- How can your idea be reapplied to other occasions?
We are not looking for an idea of videos that makes teens LOL (laugh out loud), rather we’re looking for an idea of playful and humorous videos that makes them giggle or smile and share with their friends. Cornetto is confident, encouraging and happy, but not pushy, overly chatty or abrupt.
The videos will be viewed on social media channels where most people access them on mobile devices. Your video needs to be formatted vertically, and make sure the first 5 seconds grabs the viewer’s attention immediately. Please also make sure people can understand it without sound.
There are many different social events you can use: a presidential election in your country, the Olympics, Mother’s day, the holiday season… as long as it’s interesting for teenagers!
An example of a good entry would be the idea of a series of funny videos about how different things match perfectly and brings happiness, just like the creamy ice cream and crunchy wafer cone. It can be used for Solstice (the first day of summer), 90th birthday of the Queen, International Jazz Day, International day of Happiness…
Bad entries would be ideas that can’t be reapplied to other occasions throughout the year and videos which fail to grab people’s attention in the first 5 seconds, don’t bring a smile to their face when they see it, or the ones without the clear message about Cornetto’s creaminess and crunchiness.
- #1 獎金 € 7,000
- #2 獎金 € 3,500
- #3 獎金 € 2,000
15-second video or animation
The winning idea will be a big idea that can be applied to different occasions throughout the year. The idea is more important than the quality of the execution. If you want, you can use your mobile phone to make the video, as long as it’s well edited and doesn’t exceed 15 seconds.
The winning videos should bring to life the multi sensorial experience of Cornetto - the creamy ice cream in a crunchy wafer cone in a surprising and humorous way. They need to be relevant for social trends or cultural events so Cornetto can use them during specific occasions throughout the year.
- Download the end frame and the brand book from the toolkit. Add the end frame to your video and make sure it doesn’t exceed 15 seconds.
- The videos should be understandable without any sound. If there is any dialogue, it should be subtitled in English.
- The casting needs to look like teenagers (15-19 years old). Please be aware that we need authorization from parents if the casting is under 18.
- You can think about any local holidays or events related to your culture. It doesn’t have to be a global event.
- You don’t necessarily have to show the product but please try to include it in your video.
- Entries should be in 英文
- 若你有使用到不屬於你自己的創作內容 (音樂、照片、設計等內容)，請在你的媒體描述說明中註明，不管你所使用到的音樂和/或圖片是否為自己創作，請提供授權連結證明你有這些內容的使用權利。