Turning a single campaign idea into 100 global experiences for Magnum
Challenge
Magnum Ice Cream launches a massive, cutting-edge creative campaign each year. The core challenge is bridging the gap between this high-level, master creative concept (developed by the lead creative agency) and the hundreds of distinct experiential moments delivered across various markets globally.
Magnum needed a strategic partner capable of:
Interpreting the Master Campaign: Rapidly translating the core creative concept into a cohesive set of premium, on-brand, and executable experiential activations that resonate locally.
Unifying Global Efforts: Providing every market (country team) with a comprehensive, visually rich, and easy-to-use Global Toolkit to ensure consistency, inspire creativity, and maximise ROI across all territories.
Securing Internal Buy-In: Developing pitch-ready visuals and presentation materials to help internal Magnum teams and partners justify budgets and secure approval for the year’s experiential roadmap.
Our role
For the past few years, I've worked with the lead experiential agency and Magnum's Global Brand Team to support and provide the strategic thinking and visual design needed to deliver brand activation concepts.
Concept Development:
I help to take the main campaign idea and pair it with practical, premium experience concepts that help people genuinely connect with the Magnum brand.
I help to take the main campaign idea and pair it with practical, premium experience concepts that help people genuinely connect with the Magnum brand.
Detailed Planning:
I develop concepts into clear plans, balancing creative ambition with what's actually possible logistically, so the executions can work across many different market sizes.
I develop concepts into clear plans, balancing creative ambition with what's actually possible logistically, so the executions can work across many different market sizes.
The Visualisation Advantage:
This is often my key job. To create constant, high-quality mock-ups and presentations that are used for:
This is often my key job. To create constant, high-quality mock-ups and presentations that are used for:
1). Getting Sign-Off:
Giving the agencies and the Magnum team the strong visuals they need to confidently pitch ideas and secure global budgets.
Giving the agencies and the Magnum team the strong visuals they need to confidently pitch ideas and secure global budgets.
2). Inspiring Local Teams:
Providing vivid images so country teams immediately see the potential of the event concepts.
Providing vivid images so country teams immediately see the potential of the event concepts.
3). Building the Toolkit:
Once concepts are approved, we structure and design the final Global Experiential Toolkit. We create the library of graphics and visual assets, ensuring local teams have everything they need to run flawless brand activations and events throughout the year.
Once concepts are approved, we structure and design the final Global Experiential Toolkit. We create the library of graphics and visual assets, ensuring local teams have everything they need to run flawless brand activations and events throughout the year.
Results
Our sustained partnership has allowed Magnum and their experiential agency to move faster and with greater confidence each year. By providing a 'ready-to-go' visual playbook, Unrattled has helped shift the focus of local markets from 'what should we do?' to 'how quickly can we execute?'
Saves Time:
The annual Global Toolkit provides pre-approved designs and clear instructions, saving local teams thousands of hours across many markets.
The annual Global Toolkit provides pre-approved designs and clear instructions, saving local teams thousands of hours across many markets.
Secures Budgets:
Our strong presentations and mock-ups were key to getting the necessary global budgets approved, showing stakeholders that the event ideas would deliver real impact.
Our strong presentations and mock-ups were key to getting the necessary global budgets approved, showing stakeholders that the event ideas would deliver real impact.
Guarantees Quality:
We make sure the Magnum experience looks high-end and on-brand, no matter if the activation is in London, Shanghai, or São Paulo.
We make sure the Magnum experience looks high-end and on-brand, no matter if the activation is in London, Shanghai, or São Paulo.
GET IN TOUCH
Thank you!
