Elena's Ice Cream - "Elena's Heartbreak Ice Cream (Board)" by PHNX Awards 2022
Filter results by
| Title | Elena's Heartbreak Ice Cream (Board) |
| Agency | VML Commerce |
| Campaign | The Fan Heartbreak Ice Cream |
| Advertiser | Elena's |
| Brand | Elena's Ice Cream |
| Date of First Broadcast/Publication | 2021 / 4 |
| Business Sector | Ice Cream |
| Story | Mexican ice cream brand Elena’s launched Adiós Amor Adiós, an ice cream designed with heartbreak in mind. The limited-edition ice cream pint includes five flavors strategically layered to coincide with the stages of a breakup, including Matcha Tea for anger, which raises serotonin, GABA, and dopamine levels. Dark Chocolate is for sadness because its rich amino acids help the brain release endorphins. The campaign, created with VMLY&R COMMERCE, also embeds QR code on each pint that offer advice and prizes. For the "anger" stage, consumers can order free delivery of their ex’s clothing to a local donation site. Heartbroken ice cream lovers are rewarded with a free Tinder Gold subscription for the "hope" stage. The work was a flavorful success, with results including: • More than 230% increase in website visits • First lot sold out in less than one week • 160% increase in other ice cream flavor sales • 420% increase in social media mentions |
| Media Type | Case Study |
| Global Chief Creative Officer | Manuel Bordé |
| Executive Creative Director | Juan Posada |
| Executive Creative Director | Adriano Lombardi |
| Executive Creative Director | Pedro Mayorga |
| Creative Director | Tomas Lavagno |
| Associate Creative Director | Sebastián Cuevas |
| Associate Creative Director | David Pinilla |
| Art Director | Octavio Guerrero |
| Motion Design Lead | Lucas Pimenta |
| Content Designer | Lucas Pimenta |
| Growth Operation Manager | Ines Sologuren |