Capturing the feeling behind people’s “Unwraps”.
Cornetto has owned summer in Europe, becoming inseparable from the rituals of the season. But as competition intensifies every summer, the brand needed to do more than show up, it needed to remind people that only one unwrap truly signals summer has begun.
To make every unwrap in the world feel like a Cornetto moment.
“Unwrap the Summer” reframed the act of unwrapping as summer's most universal language. Shot by creator Sam Youkilis, the campaign captured the unwraps summer naturally leaves behind — a pile of clothes abandoned at the water's edge, a towel dropped on hot sand. No explanation needed. Just the feeling that summer, like a Cornetto, is always worth unwrapping.
