Good lick charm from Lola Madrid

Lola Madrid's latest campaign for Cornetto suggests that no one at the agency has ever heard of brain freeze. Inviting ice cream fans to get involved online via their web cameras and Facebook, the Spanish creative team recently launched the unique tongue-twisting challenge, along with a mobile app for the brand.

The campaign, which is the first worldwide digital push for the Unilever mega brand, was created to communicate the ‘enjoy the ride, love the ending’ message and the work will leave you with your mouth wide open staring at your laptop feeling a bit strange, but never mind that, there's a chance to rack up high scores and beat your friends at eating an ice cream in record speeds.

Lick Challenge is the first online Cornetto competition and features Nick Afanasiev – known the significant length of his tongue (8.9 cm) – as the protagonist. Cornetto fans will have the opportunity to challenge Nick to lick a Cornetto ice cream before challenging their peers through social channels.

Along with the website and game, the campaign contains five different teasers (one of which is shown above) where Afanasiev undergoes rigorous training procedures to prepare himself for the challenges ahead by practising different sports – boxing, weightlifting, bowling, mini-golf and Taekwondo.