• by Fern Siegel , over 1 hour ago

Cornetto, an Italian ice cream cone brand, is gearing up for warmer temps with its “Unwrap the Summer” platform.

Developed by LOLA Madrid and shot by photographer Sam Youkilis, the campaign highlights “unwrapping” in real life — those moments where spontaneity reigns.

“Unwrap the Summer” will run across digital, social and outdoor in Italy, Spain, the UK, Turkey and the Netherlands.

Youkilis shot along the Italian coastline, looking for sun-drenched scenes that turn ordinary practices, such as leaving your bags and tops beside water when swimming, into inviting visual stories.

Tomás Ostiglia, executive creative director at LOLA Madrid, said: “This campaign taps into a ritual that instantly brings you back to the brand. It’s about owning that moment when people start to ‘unwrap’ themselves — and turning it into a celebration of the anticipation of summer.”

“Summer is a feeling, not just a season,” said Hazal Kantman, global Cornetto brand lead. “This collaboration with Sam captures the small rituals that go unnoticed but define summer. Unwrapping — whether a Cornetto or a personal moment — became the thread connecting it all.”

Cornetto, known by different names in different countries, is owned by The Magnum Ice Cream Company.

LOLA Madrid is part of Omnicom. Its client work includes Axe, Tropicana and Lynx.