Cornetto, the ice cream of love, wanted to celebrate International Kissing Day in a remarkable way. For that purpose, we took over Callao Square (where Madrid’s main movie theatres are located) and invited teenage couples to get on the Movie Kiss Machine and turn their kiss into a movie kiss. The machine consisted of a 4k 360º rotating camera which turned ordinary kisses into epic, Hollywood-style ones, with title credits and a cinematic soundtrack. Kisses were automatically uploaded to their Instagram accounts and at the same time, they filled Cornetto’s profile with epic, movie-style kisses. On top of that, couples also received a product sample, to sweeten the experience even more.

International Kissing Day is a particularly important date for Cornetto, a brand built around teenage love. It also marks the beginning of good weather, which is key to an ice cream brand, as it is during Spring and Summer that the product is mostly consumed. The brand needed some kind of campaign which transmitted the role of the product as an ice breaker within teenagers in love.

On the first day of the action alone, more than 150 couples stepped on the machine and kissed in front of a crowd, recieving a sample of the product and most importantly a video of their movie kiss on their Instagram accounts, so that they could share it with their peers. The event was so popular and impactful, that the client immediately wanted to replicate it in other cities, and the campaign is set to happen in several other countries in key markets for the brand.

Cornetto is establishing itself as the ice cream of love among teenagers. That’s why they needed to do something relevant on International Kissing Day, and they needed to do so in a way that was impactful for teenagers, that could generate buzz and be shared by those who took part directly, to spread the role of the brand withing the target.