Droga5 London has launched a new global campaign to launch Froneri's new Cookie Cone Extreme, ushering in a new direction for the iconic French ice cream brand where everything is … read moretaken to the Extreme. The campaign centres on a TV and online ad, "An Extreme Night In", where we see a cliched pillow fight quickly escalate as our two heroes begin a dramatic chase that spills out into the city. The ad marks a step-change as it is a distinct move away from the polished portrayals of perfectly groomed women daintily snacking on ice cream that are traditionally associated with advertising for the category. The spot was produced by SMUGGLER and directed by Similar But Different, a directing duo composed of Dani Girdwood and Charlotte Fassler. Soundtracked by The Runways, ‘Cherry Bomb’, an iconic punk track with a rebellious spirit, perfect for the brand’s new tone of voice. The work is part of a wider marketing campaign that includes all-new packaging and visual identity. The campaign will roll out in the UK, France, Italy, Spain, Switzerland and Israel across TV, online video, outdoor and social.
read less...
