A key feature of Cornetto’s ice cream is the blue and white paper wrapper, which you have to tear to enjoy.
And, it turns out, that packaging is making a lot of waves.
The brand’s “Unwrap It” OOH campaign features handmade collages, carefully constructed from the torn wrappers. Each uses the paper and negative space to depict a different summery scene.
It’s the kind of artful concept you think of while enjoying an ice cream and looking closely at something we usually throw away.
