Magnum Design & Branding EXPLOSION by Lola Madrid

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Industry Ice cream & Cold desserts
Media Design & Branding
Market Spain
Agency Lola Madrid
Executive Creative Director Jorge Lopez Navarrete, Chacho Puebla
Creative Director Pablo Monzon, Francisco Cassis, Paulo Areas
Art Director Sergio León - Gustavo Marioni
Copywriter Martin Feijoo
Released July 2011

Credits & Description

Category: Broadcast Design and Graphics Incl. Animation
Advertiser: UNILEVER
Executive Creative Director: Chacho Puebla (LOLA/Lowe & Partners)
Executive Creative Director: Jorge López (LOLA/Lowe & Partners)
Creative Director: Paulo Areas (LOLA/Lowe & Partners)
Creative Director: Francisco Cassis (LOLA/Lowe & Partners)
Copywriter: Martín Feijoó (LOLA/Lowe & Partners)
Art Director: Gustavo Marioni (LOLA/Lowe & Partners)
Creative Director: Pablo Monzón (LOLA/Lowe & Partners)
Creative Advisor: Tura (LOLA/Lowe & Partners)
Media placement: TV - Tv channels, internet - JANUARY

Describe the brief from the client
Temptation is Magnum’s most premium ice cream ever: an ice cream developed using special technology that allows it to contain more ingredients, even liquid-filled bonbons.

Describe the challenges and key objectives
To communicate this new product, and delight people with its special recipe.

Describe how you arrived at the final design
We created a beautiful, pyrotechnical choreography of its ingredients, dramatising the most sophisticated, premium, and innovative ice cream ever. We also used a recording of 'Come Slowly, Eden!', a poem by Emily Dickinson, in which the narrator experiences almost too much heaven at once.

Give some indication of how successful the outcome was in the market
It's a case study inside the brand, being considered one of the most beautiful product sequences in Unilever's history.