Mad For

Since 1926, Wall's red and white heart has been one of the most recognisable marks not just in ice cream but in the world. Brands under its umbrella, including Twister, Calippo and Solero, have always delivered personality in spades (& buckets). Now, the masterbrand has stepped forward with a powerful voice of its own.

The iconic ice cream brand has partnered with independent brand design agency Sunhouse to create a bold, social-first global campaign identity designed to build both brand and buzz. Rolling out across OOH, digital and social, the campaign delivers impact at every scale. Big formats. Small screens. Different markets. 40+ sub-brands. One Heartbrand.

“Wall’s had defined a distinctive brand campaign idea with ‘Mad For’, but it needed to be underpinned with a strategic spine and clear connection back to the Heartbrand,” says Matt Van Ness, Brand Strategy Creative Director. “The Heart already symbolises passion. ‘Mad For’ magnifies this desire, reflecting consumer insights around the irrational love people have for ice cream. It becomes a behavioural expression of the brand. It’s not about being crazy, it’s about being passionate. Not just a flash in the feed, but something with lasting devotion and meaning.”

At the centre of the work sits a bold “Mad For” lock-up, flying the red and white flag with confidence. A modular panel system frames products, people and moments, scaling effortlessly across markets and formats. Distinctive patterns and shape language celebrate the instantly recognisable silhouettes of each ice cream, while a new bespoke typeface introduces ‘irrational’ characteristics and personality through subtle script details and confident letterforms.

Sunhouse also led the global shoot, defining the creative vision, art directing, and partnering with photographer Frankie Turner to bring the campaign to life.
“We designed a system that balances fixed and flexed thinking,” says Chris Griffiths, Creative Director at Sunhouse. “The panels create consistency, but within them, there’s room for the irrepressible character of each sub-brand to have its moment. Ice cream drips. It melts. People break through and reach beyond the frame, because ‘Mad’ love like this doesn’t sit politely inside a box.”

“In a world where attention is fleeting, we needed a campaign identity that would truly stick,” adds Leyal Eskin, Global Heartbrand & Cornetto CMO at The Magnum Ice Cream Company. “Sunhouse has created a distinctive, emotionally charged identity that feels culturally credible while still tapping into the nostalgia a lot of the audience grew up with. It doesn’t just show up beautifully in social feeds, it brings new energy to our range of iconic products. Most importantly, it strengthens the Heart at the centre of everything we do, setting Wall’s up to carry that love confidently into the next era.”