Here’s a delightfully designed campaign from Cornetto that features photographs of handcrafted collages made using the ice cream brands wrappers and little characters cut out of magazines.

The blue and white wrappers are a perfect base for the visuals, as they form oceans and pools that set the scene. The execution above is wonderful, as the surfer rips through the waves, but all the ads have their charms. The ripped wrappers are also evocative—of the product after it’s opened, and the nostalgia of a day at the beach.

LOLA MullenLowe Madrid and production company PICT worked on the campaign together. They launched earlier this summer in Europe but will expand globally.

“Thanks to our new brand campaign idea, ‘Unwrap It,’ we have uniquely associated summer with Cornetto by leveraging its distinctive brand asset at the center of the creative idea,” said Barbara Scala, global marketing head of Cornetto. “I am very proud of this campaign as it strikes the balance between the functional and emotional benefits, without any compromise.”

“It was wonderful to cover the most important cities in Europe with art, in a summer celebration where we associated the ritual of unwrapping a Cornetto with the start of summer enjoyment, executed with simplicity and iconicity,” said Tomás Ostiglia, executive creative director at LOLA MullenLowe.

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