The Fan Heartbreak Ice Cream
Award: Wood Pencil
Wood Pencil / Media / Retail / 2022
Everyone is familiar with the trope that ice cream can fix a broken heart. Can ice cream cure every break up? When Mexico lost the 2021 Gold Cup Final against their biggest rival, the USA, the entire nation's heart broke at the same time, Elena's decided to step in. The brand launched a special edition one-litre tub for heartbroken fans, which was divided into the five emotional stages of football grief to help Mexican fans through every step of the way.
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