Streets.
Streets is launching its ice cream on the streets in a campaign via Thinkerbell.
“Streets is our masterbrand and the heart of our portfolio, created to celebrate the joy our ice creams bring to Australians,” said The Magnum Ice Cream Company marketing director, Kalli Swaik.
“While awareness is high, people don’t always connect Streets to the sub brands they love.
"Summer is a critical moment, so making Streets stand out matters.
"Our strategy taps into the playful madness of Streets by harnessing fan love for our brands. Even when our ice creams melt and do weird, wonderful things to our distinctive assets, they remain iconic and instantly recognisable.
“This execution brings Mad For Streets to life and strengthens the emotional connection back to Streets.”
The out of home was created in partnership with oOh!media.
This is the second piece of work Thinkerbell has done in partnership with The Magnum Ice Cream Company, following the Golden Gaytime Slab last year.
“Ice cream is one of the few things Australians will chase knowing it will fall apart,” said Thinkerbell executive creative tinker, Sesh Moodley.
“That irrational love is what Mad For Streets is built on, so melting the icons felt inevitable.”
Credits
Client: The Magnum Ice Cream Company
Creative and earned: Thinkerbell
Media & Production: oOh!
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