Wall’s - Skinvertising
Brazilian laws restrict the visibility of brands in beautiful places like the country’s beaches. For Kibon Ice Cream, this can mean they struggle to communicate impactfully when consumers are likely to want them the most.
With thousands of Brazilians hitting the beaches of Rio everyday, there was an untapped media opportunity hiding in plain sight. We enlisted the help of Brazilians themselves and turned their bodies into our billboards to drive awareness of Kibon Ice cream in a culturally sensitive, creatively impactful way.
Wall’s - Runaway Freezer
The Wall’s global heart brand hadn’t been supported in more than 10 years. Its weakening brand power left its products vulnerable in key markets at a time when competitors were flourishing off the back of cost of living pressures.
Our four key markets Germany, China, Indonesia and Mexico, had many social and cultural differences and Wall’s had different names, and different lead products in market too.
The superpower of our insight, strategy and creative idea meant the resulting campaign could flex by market for maximum cultural relevance, whilst still working to the same core construct. It was a truly Glo-Cal campaign that saw assets delivered across all major markets and just one year after launch, rolled out to 18 more markets, reaching 25 markets by 2025.
Creative Credits: Sam Oldham, Julia Matthew, Ted Heath, Paul Angus, Richard McGrann, Andy Clough, Ant Nelson, Mike Sutherland, Rick Brim