Music-loving Australians lapped it up like a melted Calippo.
Streets ice cream hijacked the Triple J Hottest 100 countdown with a pun-tastic social content series.
Working with its agencies, the Australian ice-cream brand owned by the multi-national British-Dutch company Unilever, identified a creative and somewhat ambitious way to pay tribute to annual poll of listeners' favourite songs, by creating a countdown of their own: 'The Coolest 100'.
As Triple J announced a song, Streets also announced it in real time with a piece of creative specifically tailored to it.
The creative challenge ran over the course of eight hours last Sunday and 100 bespoke pieces of Talking Ice Cream creative were posted to Streets’ Facebook page in a collaborative effort from PHD, Mango Communications and DDB Sydney.
DDB chief creative officer Ben Welsh said: “I often dismiss pun-based creative immediately, but the sheer volume of it this time made that impossible. What the team pulled off took tremendous effort, and in the end I joined thousands of other music-loving Australians and lapped it up like a melted Calippo.”
The countdown celebrated the artists and their songs, while at the same time Streets supported the countdown’s charity partner, Lifeline, with a donation.
In reference to artist Fisher’s ‘Losing It’ landing in second place, Streets posted an image of Bubble O’Bill saying: “He wrote this song about his house keys cos he’s constantly losing it.”
Another piece of content featured Bubble O’Bill talking to a Splice, saying it’s “all about confidence baby”, referencing the number one song from Sydney band Ocean Alley.
Paul Connell, GM and marketing director of refreshments at Unilever ANZ, said: “Both Triple J’s Hottest 100 and Streets Ice Cream are synonymous with summer. We loved the idea of having some fun as Aussies listened along and letting our Talking Ice Creams have a chat as only they can. We’re also proud to make a difference to Lifeline, helping them connect with young Aussies when they need it most.”