Cannes Lions

Terminator

Y&R, San Juan / HERSHEY'S / 2016

MP3 Original Language
MP3 Original Language

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Description

The brand strategy is to communicate that Ice Breakers give you confidence.

The creative idea is to use famous lines from films, which make strong statements about the very assertive characters who speak them.

In the radio spots for Ice Breakers, these lines are said with some form of hesitation, as if the character was not feeling very confident. Needless to say, the lose the punch that made them so iconic in the first place."

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12 items

Thank You

WAVEMAKER INDIA, Mumbai

Thank You

2021, CADBURY

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