Nothing Cracks Like Magnum: Turning Sound into the Loudest Proof of Quality
Summary: Since 2024, Magnum is facing a challenge: cocoa prices hit record highs. Instead of downgrading quality, we reinforced our commitment to superior and real pleasure.
For Magnum, the crack is more than a DBA, it’s the ultimate proof of our quality: every Magnum cracks so loud because they’re dipped into a thick layer of premium chocolate.
So, we created a campaign that dramatizes this crack through the chaotic reactions it can trigger.
And the crack was heard: Total Magnum sales increased +28.3%, achieving the highest March market share in years.
Lead Agency(s): LOLA MullenLowe
Contributing Agency(s): Mindshare Worldwide
Client / Brand: Magnum Ice Cream Company / MAGNUM
Effie Award(s): Silver
Pass It On – Use Your Vote – European Elections 2024
Summary: Pass It On–Use Your Vote made Europeans reflect on democracy. And vote.
The campaign received massive press coverage with over 1,000 published articles. Nearly 400 TV channels aired the campaign (+22,000 broadcasts), and several European film festivals screened the short documentary (including the Cannes Film Festival).
40% of Europeans remember the campaign, and 48% discussed it with family and friends. 29% say the campaign positively influenced their decision to vote.
There was 45% higher voter turnout among those who remembered the campaign (a significant difference of 20 percentage points).
Lead Agency(s): &Co. / NoA
Contributing Agency(s): ICF Next, Tipik Communication Agency, Havas International Paris, Kind Production
Client / Brand: European Parliament, Directorate General for Communication / The European Parliamen
Effie Award(s): Bronze
