Spring has barely entered and Cornetto is already preparing the arrival of summer with a new installment of its advertising platform “Unwrap the Summer”, designed by the creative agency Lola Madrid. On this occasion, he collaborates with photographer and filmmaker Sam Youkilis to create a visual parallel between the gesture of unwrapping an ice cream cone and the ritual of shedding layers of clothing as the temperature rises.

The campaign uses the style of Youkilis, known for capturing moments of the Mediterranean lifestyle, to allude to enjoyment and indulgence through the packaging of the brand’s ice cream cones. With this, Cornetto launches an invitation to consumers to “unwrap themselves” towards the heat and summer and, therefore, also towards moments of spontaneity and freedom.

All of this is expressed in a series of photographs that portray summer scenes, starring the clothes that people have taken off to enjoy the pool, the sea and the beach. With a documentary approach, the images capture the subtleties of the summer season and the intimacy of everyday gestures, transforming them into small visual stories.

““Summer is a feeling, not just a season”Hazal Kantman, Cornetto Global Brand Director, commented in a statement. “This collaboration with Sam captures those little rituals that go unnoticed, but define summer. Unwrapping, whether a Cornetto or a personal summer moment, became the common thread”.

Youkilis traveled along the Italian coast, capturing fleeting, sun-drenched moments and human interactions to create a series of intimate vignettes that blur the line between social content and brand platform, embedding Cornetto in real-life behaviors just through the presence of its logo.
In addition to the photographs, the campaign includes dynamic pieces that reinforce the summer feeling through the movement of the sea waves.

“This campaign takes advantage of a ritual that instantly connects you with the brand. “It’s about taking ownership of that moment when people start to ‘unwrap themselves’ and turning it into a celebration of the anticipation of summer.”explained Tomás Ostiglia, Executive Creative Director of Lola Madrid.

“Unwrap the Summer” will be disseminated on digital platforms, social networks and outdoor advertising, with both static and dynamic pieces. It will run in Italy, Spain, the UK, Türkiye and the Netherlands, transforming the simple act of ‘unwrapping’ into a shared cultural moment.