Amandau Ice Cream Everywhere Campaign | Clapboard Ad Archive

Ice cream everywhere

Description

Ice cream everywhere, known locally as Helados en todas partes, is a dynamic digital campaign launched in Paraguay in December 2019 for the brand Amandau by the ad agency Craniux. Operating within the food industry, this campaign harnessed the power of user creativity by encouraging clients to envision ice cream combined with everyday elements they had at their disposal. By tapping into this insight, the campaign activated a unique mechanic that invited participants to engage directly with the brand, awakening their inner creativity while fostering a deeper emotional connection. This participatory approach not only enhanced brand interaction but also incentivized engagement through the chance to win additional pounds of ice cream, making the experience both fun and rewarding. The campaign leveraged a single impactful media asset in Spanish, effectively delivering its message across digital platforms and creating widespread visibility. By transforming ice cream consumption into an imaginative and inclusive activity, Amandau positioned itself as a brand that celebrates creativity and everyday moments, reinforcing customer loyalty and amplifying brand presence in a competitive market. Crafted by Craniux, this initiative stands out for its original use of insight-driven mechanics that integrate the audience’s imagination directly into the campaign narrative, ensuring sustained interest and participation. Ultimately, Ice cream everywhere succeeds not only in promoting a beloved product but also in building a creative community around it, embodying a modern approach to digital marketing in the food sector.

Credits

Client

Amandau

Agency

Craniux

Creative Director

Panchi Galarce

Art Director

Raúl Ortiz, Darío Martinez, Ferniko, Robert Sánchez

Account Management

Mariam Aguilera

Copywriter

Jane Rolón

Editor

Federico Demestri

Producer

Gonzalo Irún

Executive Director

Diego Chirife

More like this

Obrigado - Heineken | Clapboard Ad Archive

Heineken’s Obrigado campaign, created by Publicis in Brazil’s competitive alcoholic drinks sector, delivers a masterclass in emotional brand storytelling by elevating the revered legacy of Ayrton Senna to unify disparate consumer identities under a single, shared narrative of national pride and togetherness. Launched in Year: 2019, the campaign leverages Senna — a figure whose career and symbolic gestures on the Formula 1 circuit resonate profoundly with Brazilians of all backgrounds — as both subject and metaphor, reframing the act of raising a flag not as an expression of exclusion but as a moment of absolute collective belonging. Publicis orchestrates this tribute through a film platform that privileges atmospheric storytelling, stirring music, and evocative visual language over conventional product messaging, situating Heineken as a facilitator of meaningful connection and shared experience rather than just another beverage on offer. This approach, precisely what Clapboard’s taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, is a strategic deployment of celebrity equity: Heineken borrows Senna’s universal appeal to reinforce values of unity and gratitude, executing what many competitors in the food and drink category are too often reticent to attempt — investing in cultural relevance over functional positioning. Set against a market backdrop defined by giants like Ambev’s populist Skol and Brahma, and the aspirational cues of imports such as Budweiser and Corona, Heineken’s focus on emotional heritage marketing distinguishes its brand as both worldly and deeply local, engaging the audience beyond transactional beer sales into a dialogue about shared Brazilian identity. The succinct hashtag #ObrigadoSenna encapsulates this intent, becoming a call for communal appreciation as much as a brand mnemonic, while the thoughtfully crafted narrative sidesteps any direct product demonstration or category comparison to build a durable halo of authenticity. The creative choices signal mature brand confidence, allowing Heineken to occupy a unique territory: not the everyday beer of mass gatherings, nor the escape of seashore leisure, but the celebrant of occasions that matter personally and nationally. The campaign earns 63/100 in Clapboard’s global creative archive. For the industry, Obrigado signals a rising imperative for brands to move beyond short-term attention metrics, because in a saturated market real connections are built not on ubiquity but on cultural resonance and emotional truth.

Campaign Proposition

The “Ice Cream Everywhere” campaign by Amandau, developed by Craniux and launched in Paraguay in 2019, centers on positioning the brand as an integral, versatile part of everyday life—conveying the promise that Amandau ice cream can be enjoyed anytime and anywhere. The campaign taps into the emotional and sensory appeal of ice cream as a joyful and creative treat, encouraging consumers to see it not merely as a dessert but as an opportunity for playful, imaginative experiences. Strategically, the campaign leverages a user-engagement mechanic that challenges consumers to reimagine how they enjoy ice cream, prompting them to combine it with various elements they have on hand. This insight into consumers’ desire for creativity and personalization forms the core connection with the audience. By inviting consumers to participate actively and share their own inventive pairings, the campaign fosters a sense of inclusion and co-creation, strengthening brand affinity through personal involvement. The narrative approach, delivered through digital media, capitalizes on visual storytelling to evoke everyday scenarios where ice cream enhances moments of delight. By focusing on the diversity of consumption moments and the brand’s accessibility, the campaign seeks to deepen emotional resonance and drive habitual consumption in the Paraguayan market.

Creative Device

FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact. This campaign fits Format #9 because its core mechanic invites audiences to imagine "ice cream everywhere," leveraging creativity and symbolic thinking rather than literal demonstration or narrative problem-solving. The campaign’s premise challenges people to use whatever elements they have at their disposal to conceptualize ice cream in various scenarios, awakening their inner creativity and figuratively representing the ubiquity and joy of Amandau ice cream. There’s no explicit story arc, celebrity, or problem/solution framework; instead, the celebration and symbolic imagining of ice cream everywhere exaggerates the product’s delight and positions it as universally appealing. This approach clearly centers on symbolic representation rather than straightforward messaging or classic testimonials.

World Cup Delivery (case study) - PedidosYa, Pedidos Ya | Clapboard Ad Archive — archive collection thumbnail

World Cup Delivery (case study) - PedidosYa, Pedidos Ya | Clapboard Ad Archive

PedidosYa’s 2023 World Cup Delivery campaign for Argentina masterfully harnessed the nation’s historic football triumph, turning the collective anticipation around the World Cup trophy’s arrival into an immersive brand experience that transcended typical delivery service messaging. In a market saturated with brands eager to capitalize on the euphoria of Lionel Messi’s long-awaited World Cup victory after 36 years, GUT Buenos Aires devised a strategy that sidestepped costly media buys by leveraging PedidosYa’s own platform to engage more than half the country’s population directly. The campaign’s central idea brilliantly recontextualized the familiar delivery notification into a culturally resonant symbol: millions of users received a “Your order is on the way” alert that initially sparked anxiety, only to reveal a real-time tracking map inside the app showing the flight carrying the champions and the trophy from Qatar to Argentina. This inventive use of Google Maps and Flight Aware APIs integrated through a no-code system and AI technology transformed the app’s order tracking feature into a live national event, linking the brand to the emotional journey of victory and celebration. By turning the nation’s most coveted “order” into a shared experience, PedidosYa positioned itself not merely as a food delivery service but as an enabler of collective joy and immediacy, symbolizing its core promise through a playful, exaggerated context that fits what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit. The campaign’s execution was seamless and timely, sending notifications the moment the plane left Qatar, creating a 30-plus-hour window of real-time engagement that made PedidosYa the most talked-about brand in Argentina, surpassing even Messi and the national team in social mentions and trending status. With an organic reach exceeding 25 million people and no media investment, this digital, direct, and content-driven activation redefined brand relevance during a cultural moment of unparalleled significance. Clapboard rates this campaign 92/100. This campaign matters to the industry because it demonstrates how brands in delivery services can transcend functional positioning by embedding themselves in culturally charged moments through technology-driven storytelling that creates genuine emotional connection and mass engagement without traditional media spend.

The Beer That United Two Countries - Franka Craft Brewery | Clapboard Ad Archive — archive collection thumbnail

The Beer That United Two Countries - Franka Craft Brewery | Clapboard Ad Archive

Franka Craft Brewery’s 2018 campaign The Beer That United Two Countries, created by Raza Ad for the Alcoholic Drinks category in Bolivia, leverages an evocative narrative that positions the brand’s Pacifica craft beer as a tangible symbol of peace and shared heritage between Bolivia and Chile. This campaign, which Clapboard classifies as FORMAT#5 EXEMPLARY STORY for its seamless integration of product into a compelling plot, chronicles the brewery’s 1568-kilometer journey to Antofagasta, Chile, to collect seawater from the Pacific Ocean and transport it to Santa Cruz, Bolivia, where Pacifica was brewed. The act of incorporating Chilean seawater into a Bolivian beer serves as a powerful metaphor for unity amid historical tensions surrounding Bolivia’s lost coastline, reframing a fraught geopolitical reality into a shared cultural experience. The campaign’s narrative unfolds through a heartfelt commercial that culminates in an inauguration event timed with Bolivia’s El dia del Mar, inviting Bolivians and Chileans living in Bolivia to taste a brew that embodies reconciliation and friendship. This authentic storytelling not only elevated Franka Craft Brewery’s profile beyond its local craft segment but also generated $400,000 in earned media coverage within a week without any paid advertising, reflecting the campaign’s resonance and organic reach. Positioned against dominant players in the beer market, Franka Craft Brewery’s initiative disrupts conventional category messaging by embedding its product within a socially significant and emotionally charged story rather than relying on typical lifestyle or taste-focused appeals. This approach underscores how craft brands can harness narrative depth and cultural context to create meaningful brand differentiation. Clapboard rates this campaign 74/100 in its global creative archive. This campaign matters to the industry because it demonstrates how a craft beer brand can harness storytelling that transcends product benefits to forge cross-border connections, signaling a shift toward purpose-driven marketing in the Food & Drink category.

The Pilsen Extra Moustache - Pilsen Paraguay | Clapboard Ad Archive — archive collection thumbnail

The Pilsen Extra Moustache - Pilsen Paraguay | Clapboard Ad Archive

Pilsen Paraguay’s The Pilsen Extra Moustache, created in partnership with Grey Argentina for the Food & Drink market category in 2022, turns a niche consumer frustration into a bold brand gesture by tackling the surprising scale of beer wastage caused by facial hair—an estimated 1.2 million litres a year—through a uniquely crafted moustache style that leaves the upper lip clear where beer tends to accumulate. The campaign’s creative hook is rooted in the peculiar yet relatable insight that beard and moustache wearers routinely forfeit a measurable amount of their drink with every sip, a fact both grounded in cited research and visually dramatized in the campaign’s film assets. Distinguishing itself in a category where heritage, quality, and sociability are familiar tropes—see the popular mainstream appeal of Brahma, the craft-forward positioning of Pulp, the cosmopolitan cachet of Heineken, and Stella Artois’s premium heritage—Pilsen Paraguay instead stakes its relevance on a pragmatic blend of product innovation and humour: collaborating with top-tier barbers, the brand introduces a functional, conversation-starting moustache cut that literally saves every drop for the drinker, aligning seamlessly with Pilsen Extra’s pure malt, creamy credentials. The approach, which sits squarely in Clapboard’s FORMAT#2—Show the Problem—classification, directly frames the daily annoyance of beer loss as a solvable dilemma, with the film narrative leading audiences briskly from consumer pain point to the tongue-in-cheek yet culturally resonant solution. By doing so, the campaign not only extends Pilsen Extra’s equity as a beer that understands and celebrates the nuances of real drinking experiences, but also leverages earned media and regional grooming trends for broad amplification, making the moustache itself a badge of proactive beer drinker ingenuity. With a campaign score of 68/100 in Clapboard’s global creative archive, The Pilsen Extra Moustache offers a smart template for how local brands can win by reimagining consumption rituals with wit and functional creativity. In expanding what counts as product utility, this work signals the value of lateral, consumer-first thinking in a category crowded with taste and heritage claims.

#ThrowBackCrash - Brewdog Beer | Clapboard Ad Archive — archive collection thumbnail

#ThrowBackCrash - Brewdog Beer | Clapboard Ad Archive

Brewdog Beer’s #ThrowBackCrash campaign, crafted by Leo Burnett and launched in Brazil in 2019, stands as a vivid example of digital marketing that harnesses the potent emotional currency of nostalgia within the alcoholic drinks category. This campaign engages Brewdog’s adventurous and culturally attuned audience by inviting them to revisit iconic moments from the past, cleverly reinterpreted through a parody lens that aligns with Brewdog’s bold and irreverent brand personality. By leveraging what Clapboard’s taxonomy identifies as FORMAT#12—Parody or Borrowed Format, the campaign disrupts conventional beer advertising by borrowing and playfully crashing retro cultural references, likely tapping into familiar pop culture touchstones without relying on celebrity endorsements or traditional testimonial formats. The single media asset driving this digital initiative functions as both a performance piece and an interactive touchpoint, designed to spark a communal sense of shared memory and brand affinity among Brazilian consumers. The campaign’s linguistic and cultural authenticity in Portuguese reinforces Brewdog’s commitment to local relevance in a highly competitive market, where differentiation hinges on emotional resonance as much as product quality. The strategic choice to blend the past’s emotional nostalgia with Brewdog’s contemporary, edgy character not only deepens consumer engagement but also positions the brand as a forward-thinking challenger that understands Brazil’s evolving beer drinkers. This is reflected in the campaign’s ability to transform a common marketing impulse—nostalgia—into a dynamic, culturally specific brand experience that feels fresh rather than derivative. The absence of a direct problem-solution narrative or overt product demonstrations allows #ThrowBackCrash to focus purely on storytelling and brand identity, a move that underscores the growing importance of cultural storytelling over traditional hard sell in the food and drink sector. Leo Burnett’s execution here is both strategic and creatively confident, ensuring that the campaign speaks directly to digital-savvy consumers who value authenticity and entertainment equally. The campaign earns 51/100 in Clapboard’s global creative archive. #ThrowBackCrash matters because it demonstrates how brands in the alcoholic drinks category can successfully leverage parody and nostalgia not just for recall but to build community and cultural relevance in local markets where consumer identity plays a critical role in brand loyalty.

Stay on - Powerade | Clapboard Ad Archive — archive collection thumbnail

Stay on - Powerade | Clapboard Ad Archive

Powerade’s Stay on campaign, launched in Argentina in 2019 by agency David, offers a powerful articulation of brand purpose within the Food & Drink market, using the structural clarity of a single-minded creative idea to bolster Powerade’s identity as a champion of sustained athletic performance. At the core of this campaign is the symbol-led narrative in which resilience and perseverance are visually dramatized through exaggerated, metaphorical obstacles that neatly reflect the endurance and energy promises of the product — an approach that sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit, where the impact of the brand is depicted through bold, stylized imagery rather than overt product demonstrations or celebrity endorsements. By bypassing conventional sports ad tropes in favor of performance-genre visuals that capture the emotional realities of pushing limits and outlasting fatigue, Stay on aligns Powerade’s functional hydration benefits with the aspirational mindset prevalent among active Argentine consumers, particularly those who define achievement as a series of incremental victories over adversity. The film medium provides a high-energy canvas for agency David, translating kinetic movement and emotive musical cues into a heightened sensory experience that amplifies both the brand’s promise and its authenticity in the local market. Powerade’s competitive positioning is reinforced here in ways that set it apart from global heavyweights like Gatorade, focused on advanced science, or Aquarius, which signals everyday wellness; Stay on conveys Powerade as an athletic enabler that is simultaneously accessible and aligned with the spirit of continual personal effort. With distinctively Argentine creative sensibilities, including localized storytelling and Spanish-language delivery, the campaign also deftly navigates the cultural interplay between sports hydration and national pride, ensuring that Powerade emerges as an emotional as well as functional resource for those who require more than just refreshment to keep moving forward. The campaign earns 63/100 in Clapboard’s global creative archive. In a category crowded with claims of functional effectiveness, Stay on demonstrates how visually symbolic storytelling can deepen emotional brand association when local cultural context shapes the narrative.