Cornetto: 90 Days of Hiding My Feelings

Our Challenge:

Research shows that Indonesian teens are held back by perfectionism, making it hard for them to express their feelings. To endear itself to this young audience, Cornetto needs to transform from just an ice cream brand into a trusted wingman that gives teens the confidence to take their first step in love.

Our Strategy:

Tell real stories about shy teens finding love that other teens can relate to. Show the whole journey – from being nervous to finally speaking up – with Cornetto ice cream naturally helping break the ice between two people who like each other.
Take our main story and turn it into smaller, bite-sized content that teens actually want to watch on their favorite apps. We’ll use data to understand exactly what kind of videos they like, then make sure our content shows up where they spend their time.
Team up with content creators teens actually trust and keep our message simple: “It doesn’t have to be complicated.” Show how sharing a Cornetto can be an easy way to start talking to someone you like, without making it feel like a big deal.

Content and Data Driven Approach:

Created a relatable 6-minute film about two college students navigating their budding romance, positioning Cornetto as a natural icebreaker that helps make confessing feelings less daunting.

Leveraged AI technology to transform the main film into strategic 6 and 20-second moments, with each clip precisely targeted to different teen segments based on their content consumption behavior – ensuring maximum relevance and engagement.

1 x Hero Short Film

Multiple Cutdowns (6s and 20s)