How to create a category-defining campaign that captures and owns the very moment ice cream desire strikes?

We think about ice cream a lot more than we eat ice cream. Sometimes, we even think about ice cream for days without ever eating one. What if we just said yes?

Yes to cravings. yes to seconds. Yes to ice cream, just because.

“THE irresistible cone” is a true invitation to let go, indulge, and savor ice cream moments made to be shared, unapologetically. Because ice cream should be a spontaneous, but immediate pleasure.

The campaign centres on two TV spots that bring this philosophy to life with energy, colour and a distinctly offbeat spirit, embodied by a fantasy character: Mr Extrême. The films feature bold colours, playful humour and a sense of indulgent fun reflecting on the Extrême brand identity: joyful, unapologetic and anything but ordinary. 

The soundtrack to the campaign features ‘Ice Cream’, an upbeat pop track by acclaimed international artist Mika aiming to mirror the feel-good world of the Extrême brand, reinforcing brand recall and emotional connection.