J-01-03. The adventures of Cornetto bear in Russia

Agency	InBrief
Creative head	Mike Gibson
Author of idea	Max Doronichev
Product	Cornetto Enigma
Description	For the launch of new Cornetto Enigma with it's irresistable soft center we decided to reveal the soft side of people all across Russia. The challenge was to make people switch from Extreme ice cream to our lovely Cornetto Enigma. The Idea was in Cornetto Bear transformation which was delivered through various channels using bear hugs to warm up hearts of modern Russians. We focused on the Offline consumer engagement - the National Road show with non-standard sampling. The main question was - How we can effectively deliver it to Russians. And we found the answer in creating a Cornetto Bear Car and the Bear himself! We have made a TRULY Hot-Centered car... With our Romantic hero - Cornetto bear Cornetto bear accompanied by marvellous Cornetto girls and his car travelled across Russia to bring warmth of bear hugs and Cornetto samplings right to people in parks, malls and just on the streets of Russian cities. Girls and boys were really happy to receive Bear Hugs and Cornetto ice creams. They danced, smiled and had fun like good old friends! The results of the campaign made our teddy-bear dance and a Crazy in Love.... With Russia!
Team members	Max Doronichev- creator Mike Gibson-creative director

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