Soap Creative and the Streets Cornetto Marketing team included a touch of absurdity in its digital campaign for Streets Cornetto, introducing executioner Terry Hatchet to audiences using social networks in order to differentiate the brand and prove to consumers that a Cornetto contains more dairy and nuts than its rival. Soap Creative took the character of Terry from the TVC created by McCann Erickson and gave him a surname, a hometown, and a MySpace profile. Videos of Terry chopping inanimate objects were posted to YouTube and his blog – Terry’s Chop Shop – went live. It was this transition of offline assets to online that stood out for the judges, who liked how Street’s online products deepened the Cornetto story and emphasised the campaign messages. The social networks sphere provided cost-effective reach, with Terry’s videos receiving over 1 million views since September 2007.