Wall’s – Talking Ice Creams, 2021
Jacob Clark
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Posted Oct 2, 2023
Copy for Wall’s 2021 Talking Ice Creams campaign. I created character-led, culture-tuned lines that brought joy across Europe during a COVID summer.
Wall’s Ice Cream – Talking Ice Creams, 2021 Edition
Client: Wall’s (Unilever)
Agency: Freelance
Role: Copywriter
The Brief
Write playful, culturally tuned copy for the 2021 edition of Wall’s long-running Talking Ice Creams campaign. The goal: bring joy and shared laughter during a summer marked by lingering COVID restrictions, and tap into big cultural moments like the Olympics.
The Idea
Each Wall’s ice cream got a voice... and something cheeky to say!
We crafted character-led dialogues that reflected the weird, home-bound reality of 2021: webcam mishaps, holiday FOMO, meltdowns (emotional and literal), and Olympic dreams gone very mildly wrong.
The campaign ran across social, online, and out-of-home - designed for the UK, but rolled out across European markets.
My Role
As the freelance copywriter, I was responsible for:
• Writing all consumer-facing ad copy
• Crafting conversational dialogue between product "characters"
• Infusing humour and cultural relevance across formats
• Delivering copy for Instagram, Stories, and digital OOH
Why It Worked
• Maintained brand consistency across markets
• Made the brand feel human, funny, and aware of the moment
• Offered a light, joyful break from pandemic fatigue
Copy Highlights
[SEE IMAGES BELOW]
Summer campaign with a body-positivity message.
'Begining of summer' campaign.
Summer campaign for at-home delivery.
Family-dynamic summer campaign; ice cream solves it all.
Summer campaign.
Campaign during the Olympics - order ice cream at home to watch the games. (Version 1)
Campaign during the Olympics - order ice cream at home to watch the games. (Version 2)
Campaign during the COVID lockdown. (Thank god that's over!)
At-home delivery campaign: Send an ice cream to someone else in need.
Promoting the 'Feast' ice cream. (Version 1)
Soft scoop campaign promoting family quality time.
Promoting the 'Feast' ice cream. (Version 2)
Paid media 'happy hour campaign' for socials.