LICKSCROLLING

Creative idea

Lickscrolling reimagines one of the most universal digital behaviours, scrolling, as a playful, physical expression of Wall’s most iconic ritual: licking an ice cream. By blurring the line between digital interaction and real-world consumption, the idea turns an everyday action into an unexpected brand experience. Rather than interrupting the audience’s scroll, Wall’s transforms scrolling itself into the experience, seamlessly embedding the brand into one of Gen Z’s most familiar behaviours. The unexpected act of “licking your screen” sparks intrigue, humour and shareability, bringing the “Mad for Wall’s” platform to life in a way that is both literal and participatory.

Brand name: Wall's
Advertiser / client: Wall's
Product / service: Product
Campaign name: LICKSCROLLING
Agency network: LePub
Agency: LePub Milan
Media agency: Zenith Media UK
Digital agency: MSL UK: Managing Partner - Jess Gross, PR Director - Louise Wickens, Account Director - Eloise Fuller, Senior Account Manager - Lucy Piper, Account Executive - Emilia Kenton
Additional company: LePub Amsterdam
Agency chief executive officer: Bruno Bertelli
Chief creative officer: Cristiana Boccassini, Mihnea Gheorghiu, Luca Boncompagni, Cinzia Crociani
Creative director: Ami Artiz
Art director: Senior Art Director – Luis Paladino
Copywriter: Senior Copywriter – Alessandro Grillini, Junior Copywriter – Tomas Daza,
Designer: Head of Art – Andrea Ferlauto, Junior Designer – Achille Nasard
Account director (agency): LEPUB LONDON: Global Business Lead – Maddy Berrym, LEPUB MILAN:Account Executive – Giulia Mariani, Social Account Executive – Natalia Cortes, Community Manager - Emma Brincat (freelance)
Managing director: David Pagnoni
Strategic planner / strategist: LEPUB MILAN: Chief Strategy Officer – Sonal Narain, Social Strategy Director – Vanessa Satta, Senior Strategist – Elia Celotto, Data Strategy Director – Andrea Battista, Senior Consumer Insights Analyst - Caris Dollard, Cultural Strategist - Federica Parisi, Junior Data Strategist - Carolina Allocca, Junior Digital Ethnographer - Michelle Bonciani, Head of Content - Manuela Rossi, Senior Content Strategist - Davide Bonelli, Senior Content Manager - SaraLuna Goodloe
Pr director: Senior Digital PR Manager – Federica Fiorentino, Press Office Manager – Alessandra Potenza, Senior PR Manager – Luca Orioli
Agency producer: Chief Production Officer - Francesca Zazzera LePub, Head of Video Production - Anna Sica LePub, Producer - Francesca Castello LePub, Print Producer – Giorgia Bellondi LePub, Editor - Marco Marasca (freelance), Editor / Motion Designer - Luca Fornaciari (freelance), Motion Designer - Dario Lipani , Motion Designer - Alessandro Maffioletti (freelance), 3D Artist - Francesco Boccadoro, Audio Post Production - Disc To Disc Milano , Sound Design and Mix - Mirco Soldani (Disc To Disc Milano), Sound Supervisor - Antonio D’Ambrosio (Disc To Disc Milano), Photographer: Simon171
Post production: MGCR Studio: Retoucher: Mattia Giani, Content Creator - Melissa Crispin (freelance), Assistant Content Creator - Fábio Santos (freelance)
Additional company: MEDIA: Zenith Media UK Global Digital Lead - Amy Campbell, Global Account Director - Beth Clark, Business Director - Philippine Reys, Planning Director - Meg Burns, Social Business Director - Maria Majekodunmi