Sometimes, just being in the right medium is the whole idea.
Corso, the Romanian ice-cream leader
that targets mostly teens, has been doing “crazy” stuff since forever: dances, songs, pranks, challenges.
It looked to us as if Tik-Tok could was a platform created by them. And they were not there.
So we took them there, put them in the hands of the coolest, most followed content creators and launched a series challenges that people could replicate at home, with their own icecreams, thus reaching millions.
That’s what we mean when we say that some ideas are hiding in plain sight. Corso belonged to Tik-Tok, we just took it there.