Quick Answer
Kibon’s Cremosissimo campaign uses a folded poster corner to transform a printed ice cream image into a realistic 3D waffle cone, creating an interactive guerrilla OOH experience.
When Print Becomes Interactive
Outdoor advertising does not always need digital technology to surprise people.
Kibon’s Cremosissimo guerrilla campaign proves that one simple physical interaction can transform a traditional poster into an unforgettable brand experience.
Created by designer Renata El Dib, the execution uses the corner of the poster as part of the creative idea.
When viewers curl the bottom edge upward, the printed image suddenly becomes a realistic three-dimensional waffle cone supporting the scoop of ice cream.
Design That Invites Participation
The campaign is built around a remarkably simple mechanic.
Instead of asking people to scan a QR code or use augmented reality, the poster encourages a natural physical interaction.
That tiny gesture instantly changes a flat image into a complete ice cream cone, making consumers part of the creative execution.
The interaction reinforces the product message through experience rather than explanation.
Highlighting Texture Through Form
The objective of the campaign was to promote Kibon’s premium Cremosissimo range.
The close-up photography emphasizes the rich, creamy texture of the ice cream while the folded corner completes the illusion.
The physical transformation mirrors the indulgent quality of the product, creating a visual demonstration instead of relying on copy.
Why Guerrilla OOH Still Works
The campaign reminds advertisers that memorable outdoor experiences do not always require large budgets or advanced technology.
Sometimes the strongest executions come from rethinking the medium itself.
By turning a simple poster into an interactive object, Kibon generated curiosity, engagement, and memorability using only paper, printing, and clever design.
What Brands Can Learn
- Physical interaction increases message recall.
- Simple ideas often outperform complex technology.
- Design can become part of the storytelling.
- Product attributes are more memorable when demonstrated visually.
- Guerrilla OOH succeeds by surprising people in everyday environments.
Final Reflection
Kibon’s Cremosissimo poster is a perfect example of how creativity can elevate even the most traditional advertising format.
With nothing more than a folded corner, the campaign transforms a static print piece into an interactive experience that communicates product quality in a memorable and playful way.
It is proof that the best outdoor ideas often come from seeing familiar media in completely unexpected ways.
Summary
Designed by Renata El Dib, the Kibon Cremosissimo campaign demonstrates how creative print design can become experiential outdoor advertising. By encouraging viewers to curl the lower corner of the poster, the artwork transforms into a three-dimensional waffle cone, reinforcing the rich and creamy texture of Kibon’s premium ice cream line through interaction rather than technology.
Sources
FAQs
What is the Kibon Cremosissimo campaign?
It is a guerrilla poster campaign that transforms a printed image into a 3D waffle cone by folding the corner of the poster.
Who designed the campaign?
The creative concept was designed by Renata El Dib.
What product does it promote?
The campaign promotes Kibon’s premium Cremosissimo ice cream line.
Why is the campaign effective?
It transforms a static poster into an interactive experience using a simple physical gesture that reinforces the product’s creamy texture.
FAQs about this campaign
Bring your idea to breakfast-time OOH
Explore formats that meet audiences in morning routines and commuter corridors.
Comments
Be the first to comment.