Not all heroes wear capes in Weis’ latest campaign from Emotive
Unilever’s beloved ice cream brand, Weis, has launched a magical campaign featuring an icon in the making, via creative agency Emotive.
Having signed on as Weis’ lead creative agency towards the end of January 2024, the ‘Saviour of Summer’ platform is Emotive’s second campaign for the brand.
Conceptualised to reaffirm Weis’ status as an icon of Australian summers, the platform centres on a Weis-A-Corn – a magical white and gold-maned unicorn with a mango Weis bar as its horn.
In a 30-second TVC, the creature appears before a beachgoer struggling to rub sunscreen into his back. The Weis-A-Corn lets the man take his ice cream bar horn to try it, and despite initially rejecting the suggestion of helping rub sunscreen into his back, the beast relents.
Voiced by Justin Rosniak – an Australian actor known for 2018’s Mr Inbetween – the unicorn was created to present Weis’ brand “in a quirky and unexpected way”, reminding audiences that the ice cream is a refreshing and fun summer staple that is ready to save Aussies from the heat.
“Weis is an iconic Australian brand, and it deserves a character that’s just as bold and memorable,” said Unilever’s head of ice cream ANZ, Scott Mingl.
“The Weis-A-Corn delivers that in spades — it’s a brilliantly simple yet unexpected idea that breaks the mould of advertising in this category. Safe to say, there’s nothing boring about a mythical creature handing out ice cream with a horn!”
Rupert Taylor, creative director at Emotive, added: “Summer is a brilliant time of year, right up until it isn’t. When the temperature rises, the beaches get crowded and searing steering wheels become torture devices.
“We need some help. Enter the magical Weis-a-corn, a slightly disgruntled bearer of delicious Weis bars brilliantly brought to life hilariously by Yianni, the MoFa team and the always brilliant ALT VFX.”
‘Saviour of Summer’ is launching nationwide from November 4, using owned, social, TV, out-of-home (OOH) and digital platforms to spread the word.
CREDITS
Client: Unilever
Head of Ice Cream ANZ: Scott Mingl
Senior Brand Manager: Juliette Fleming
Assistant Brand Manager: Helen Zhang
Production Consultant: Darren Bailey
Creative: Emotive
CEO: Simon Joyce
CSO & Managing Partner: Michael Hogg
Strategy Director: Gerad Petherbridge
Group Creative Director: Darren Wright
Creative Director: Rupert Taylor
Associate Creative Director: Edward Macaulay
Business Directors: Pia McMorran, Liam Walker
Account Director: Aoife Lehane
Senior Account Managers: Elisa Donato, Ruki Ahad
Head of Production: Hayley-Ritz Pelling
Senior Producer: Jelena Stancevic
Head of Design: Daniel Mortensen
Senior Designer: Chris Cooper
Designer: Eunice Nie
Editor (social): Sam Gadsden
Post Producer (social): Rebecca Love-Williams
Production: MOFA
Director: Yianni Warnock
Executive Producer / Producer: Claire Perkins
Production Manager: Sarah MacKinnon
1st AD: Andrew McInally
DOP: Jerermy Rouse
1st AC: Alby Orellana
Gaffer: Mick O’Brien
Key Grip: Marcus Ballantine
Sound Recordist: Paul Jones
Art Director: Laura Elkington
Standby Props: Cat Phillips
Wardrobe: Bea Berry
Hair & Make Up: Emma-Louise Downie
Post Production: ALT VFX & The Editors
ALT VFX & The Editors
VP/VFX Supervisor: Col Renshaw
VP/VFX Producer: Celeste Fairlie
VAD/CG Supervisor: Jordan McInnes
Unreal Artist: John Wang
Lead Animator: Chris Rentoul
Head of 3D: Nick Angus
3D Lighting: David Chen
Head of 2D: Matt Chance
Offline editor: Mark Burnett
Producer: Isabella Key
Online Editor: Josh Kell
Colourist: Fergus Rotherham
Cast: Mullinars Casting Consultants
Casting Director: Allison Meadows
Agents: Aran Michael Management & CMT Management
Hero Talent: James Storer
Weis-a-corn Talent: Justin Rosniak
Talent Pay: Donna Frost
Sound: Electric Sheep Music
Executive Producer: Kate Stenhouse
Sound Designer: Georgia Collins & Nick Keate
Media: Mindshare
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Let’s throw away any distinctive brand assets and create something trying to be funny instead. Brief delivered.
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This is very different and not what I expected. Grabbed my attention
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It is not what I expected, but grabbed my attention. Very different and weird
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