Don’t even think about faking it. Magnum has given the UK a lesson in sticking to the real thing. In its story by LOLA MullenLowe a woman finds out that her partner has been buying fake Magnum ice creams. So she does a little digging. Everything about him, even his moustache, is fake.
The campaign responds to the trend of referring to Magnum imitations as “Magnum-like” ice creams. Magnum makes the point that only Magnum is “like Magnum”.
The full campaign includes a series of TVC, OOH, prints, POS, as well as digital that continues to develop the campaign’s insight while encouraging people to Stick to the Original.
“With this campaign, we aimed to demonstrate not only that a category referent can address new brands with elegance but also that a brand like Magnum can communicate with humour, if done with good taste,” stated Tomás Ostiglia, executive creative director, LOLA MullenLowe Madrid.
Ben Curtis, global VP, Magnum London, added, “At Magnum, we work really hard to make the highest quality, indulgent ice cream products, and we wanted to find a fresh way to tell our audience why it’s worth it for them to ‘stick to the original’. LOLA Mullenlowe came up with a brilliant and funny way to dramatise our commitment to delivering true superior pleasure every time.”
Credits
Client: Magnum
Chief Marketing Officer: Julien Barraux
Vice President: Benjamin Curtis
Marketing Manager: Denise Van Strien
Brand Managers: Matteo Mozetic, Denis Antonius & Ying Hu
Creative Agency: LOLA MullenLowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Jorge Zacher & Kevin Cabuli
Creatives: Augusto Callegari & Pedro Mezzini
Design Director: Yan Graller
Art Director: Alan Chung
Managing Director: Tom Elliston
Account Director: Catalina Aguirre
Account Handling: Cristina Panea
Account Executive: Sofía Perez
Head of Planning: Camila Facín
Strategy Manager: Bruno Yanagui
Head of Production: Felipe Calviño
Producer: Marina Saro
Production Company: Proppa
Director: Martin Werner
Executive Producer: Pablo Martinez
Line Producer: Cristina Sancayo
Director of Photography: Nicolaj Bruel
Art Director: Peter Grant
Wardrobe: Melanie Buchave
Production Service: Film Squad
Producer: Istvan Major
Post Production & VFX: Bacon X
Editor: Rasmus Nyholm Schmidt
Creative Director: Ditte Marie Ludvigsen
Executive Creative Director: Jan Tvilling
VFX Supervisor: Thomas Haas-Christensen
Executive Producer: Eliana Carranza-Pitcher
Head Of Production: Cilie Kragegaard
VFX Producers: Lorène Lescanne & Emilie Lausch
CG Lead: Thomas Haas-Christensen
Colourist: Hannibal Lang
Conform: Søren Knudsen & Oliver Wozny
Animation: Gabi Popov & Cathrine Baab Holm
Post Production: Copenhagen Rig
Music: Big Sync Music
Music Supervisors: Alicia Leinot & Calum Price
Creative Director: Justin ‘Commie’ Mcmullen
Producer: Silva Screen
Sound Design: Ballad
Sound Designer: Adrian Aurelius
Executive Producer: Gregers Maersk Moeller
