Cornetto, the UK’s number one filled cones brand from Unilever UK, has unveiled the latest in its multi-award winning Cornetto Cupidity series – Two Sides, which explores the trials and adventures of teen love. Cornetto has combined a 3D-sound cinema with immersive theatre to create a truly unique story-telling experience – ‘Cornetto Beyond the Screen’ at Westfield, Stratford in an imersive Pop-up.
Shot in several cities across the globe, the Cupidity series portrays the real-life highs and lows of teens embarking on their first romantic encounter and uses a variety of ground-breaking techniques to produce their most immersive online and offline consumer experience to date.
Two Sides, created by MOFILM, and immersive arts agency A Taste of Space, is one of the first films produced using binaural sound technology, which takes 3D sound to a new level to provide a wholly unique directional sound experience. Using POV-camera work, Two Sides allows viewers to switch viewpoints throughout the film, swapping between the two lead characters to enhance the sensation of being transported into the story.On entering the cinema visitors are handed a Cornetto with a personalised holder and a pair of 3D headphones that enables them to switch the narratives of the short film between the male and the female’s perspective of their teen love encounter
The immersive live theatre show, created and directed by A Taste Of Space, includes an interactive performance, featuring a choreographed song and dance show led by the film’s actors.Island Marketing helped out with Production and Experiential agency iD transformed a prime retail unit on “The Street” at Westfield Stratford and brought to life a pop-up art deco theatre that is premiering Two Sides.
Barbara Cavicchia, global brand director for Cornetto at Unilever, comments: “Cornetto is all about embracing new and exciting experiences. The use of the new technology has helped us capture the trials and tribulations of being a teenager in love better than ever before, and we’ve created a much richer experience for our Cupidity fans as a result.”
Lorie Jo Trainor Buckingham creative director of A Taste Of Space said: “Our challenge was to make the Cupidity series come to life in the most immersive way possible and we thought what better way to do this than have the actors walk into the film.”
Rebecca Sykes, managing director at MOFILM, said: “With this Cupidity series, we wanted to portray what love is really like – less The Notebook and more Juno – to demonstrate how the same situation can be viewed completely differently depending on your angle. Technology helped us take this idea one step further and deliver a uniquely immersive experience for the viewer.”
Now in its third year, Cornetto’s Cupidity series has been recognised with awards by Cannes Lions, D&AD and the Lovies, as well as the Manhattan Film Festival. After its initial premiere, the film series attracted over five million views online in their first two weeks, while the whole series has so far been watched half a billion times worldwide.