THE MOST PLAYFUL MAGNUM ICE CREAM
The milky notes of white chocolate combined with the sophistication of Magnum quality give birth to the most playful of Magnum pleasures: Magnum White. That's how the #NeverStopPlaying campaign was created. The film was directed by Martin Werner and released across Southeast Asia, Europe, Oceania, North and South America.
CHALLENGING CONSERVATIVE MARKETS
CHALLENGING CONSERVATIVE MARKETS
Aligned with the Magnum LGBT+ inclusive strategy, we made something historical for the brand: for the first time in a Magnum Global Film, we featured amongst the hero girls a transgender woman and a lesbian couple.
MEET GEENA
One of our hero girls was Geena Rocero, a Filipino transgender model, activist, and speaker, who had to fight to change her identity during her childhood.MEET GEENA
INTEGRATED CAMPAIGN
The campaign was released on TV, Outdoor and Digital according to the strategy of each market.
PLEASURE IS DIVERSE
Austalia was debating same sex marriage in a controversial referendum. After the success of the global film Proudly Seeking Pleasure, the brand asked us to create an online film showing the brand statement in support of diversity.
We found a real LGBT+ couple from a country where same sex marriage was legal. We proposed them to celebrate their own wedding and let the genius of Martin Werner to capture it...
FROM CONTROVERSY TO THE BEST RESULTS EVER
FROM CONTROVERSY TO THE BEST RESULTS EVER
Together with an instant support, came the rejection from conservative sectors. The add was banned by the watchdog for promoting lesbianism.
But the best result happened 9 months after the campaign: The Australian parliament approved the same-sex marriage. Happy to have worked for a brand which mindset was more advanced than a whole nation.
