CLIENT
Unilever Foods & Refreshments Global BV
Julien Barraux, Global Vice President
Ben Curtis, Global Magnum Brand Director
Martin Barreaux, Global Magnum Brand Manager
Denis Antonious, Assistant Magnum Brand Manager
AGENCY
Tomas Ostiglia, Executive Creative Director
Jorge Zacher, Creative Director
Kevin Cabuli, Creative Director
Camilla Facin, Head of Planning
Lucas Rodriguez, Head of Planning
Bruno Gomiero, Planning Manager
Enrique Torguet, Creative Supervisor
Manuel Castillo, Creative Supervisor
Germán Rivera, Creative Team
Natalia Vilena, Creative Team
Ezequiel Scarpini, Art Director
Tom Elliston, Managing Director
Oscar Fernandez, Account Director
Flora Bell, Account Director
Cristina Panea, Account Supervisor
Felipe Calviño, Head of Production
Diego Baltazar, Agency Producer
Jorge Saade, Agency Producer
Ana Goyoaga, Planner
Golin PR
Mindshare (Europe)
Maya Kulemeka, Global Strategy Director
Proppa
Pablo Martinez, Executive Producer
Martin Werner, Director
Big Sync, Music Supervision
SUMMARY
Magnum Classics were losing attractiveness for cheaper or more innovative alternatives. To revert this sales drop scenario, we needed to reinforce Magnum’s quality perception.
And a cultural shift led us to a powerful insight: younger generations consume more culture from the past, meaning that good things don’t get old, they get classic.
With this fresh way of seeing aging, we created a beautiful campaign that celebrated timeless classics, like the pleasure of indulging in a Magnum, increasing in 22% Classics sales, +4.5-points in Better Quality and +11-points in Purpose perception.
