Cornetto's Unwrap It builds summer posters from real wrappers — Grand Clio 2025

Cornetto's mission was to position the brand as an essential part of summer. Instead of another seasonal product shot, the brand wanted an ownable visual device — the ritual of unwrapping — as the creative idea.

Use the Cornetto wrapper itself as the artwork: hand-built collages where the empty wrapper becomes surfers, boats, waves and pool floats.

LOLA MullenLowe Madrid and Pict Estúdio made every poster by hand: magazine cutouts and actual Cornetto wrappers, composed through hundreds of trials, then photographed and digitally refined. Six posters showing surfers, divers, boats, waves and pool inflatables ran as OOH across European cities before expanding globally.

Won the Grand Clio 2025 in Art Direction for Design Craft; the handmade posters filled major European cities in summer 2024, making the wrapper the brand's ownable summer asset.

In summer 2024 Cornetto launched 'Unwrap It', a poster campaign by LOLA MullenLowe Madrid and production company Pict Estúdio. The idea: summer begins the moment you unwrap a Cornetto, so the ritual of unwrapping became the entire creative idea.

Every poster was built by hand — no ice cream, no words, no logos. The teams used hundreds of magazine cutouts and actual Cornetto wrappers, arranging the iconic wrapper into summer scenes of surfers, divers, boats, waves and pool inflatables. Compositions went through countless trials and errors before being photographed and digitally refined.

The six posters ran as out-of-home across major European cities during the summer and were set to expand worldwide. The campaign won the Grand Clio at the 2025 Clio Awards in the Art Direction category for Design Craft.

It elevates a disposable object — the wrapper — into the artwork, turning packaging into brand identity.

Handmade collage is visually distinct in an OOH category full of product photography.

The craft itself carried the message: unwrapping a Cornetto is the trigger for summer.

When a category is saturated with seasonal imagery, the most distinctive asset you own may be the product's own packaging — put it in the art, not just in the corner.

Launched across Europe in summer 2024 and set to expand globally, 'Unwrap It' became the next chapter of Cornetto's 'Unwrap the Summer' platform. At the 2025 Clio Awards it won the Grand Clio in Art Direction for Design Craft, and the work is archived in the D&AD awards library.