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Golden Men, Vaults, Theft

Agency Network: 
Published/Aired: 
April 2010
Magnum:  Golden Men, Vaults, Theft
Magnum Ambient Ad -  Golden Men, Vaults, Theft

Description

"How to launch an ice cream that is as good as gold? For the launch of Magnum Gold, Torke held a series of stunts in Lisbon and Oporto during the month of March:

• Golden Men: over 15 days, security guards could be seen in the most crowded areas of both cities. In their suitcases, a copy invited people to photograph them and upload the photos in the campaign's site, where, in addition to compete for prizes, peple could put their faces in the campaign's movie, starred by Benicio Del Toro.

• Vaults: vaults were placed in two major malls in both cities - Vasco da Gama and North Shopping. These vaults did not reveal a the name of this new flavor, it only led to the site.

Ambient advertisement created by Torke, Portugal for Magnum, within the category: Confectionery, Snacks.

• Theft: on the day of the launch of Magnum Gold, performers descended from the roof of the shopping centers rapelling and simulated an assault on safe. After the robbery, the safe's contents (hundreds of ice cream) wasdistributed among the people who watched the action."
Advertising Agency: Torke Lisbon, Portugal
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Highest Rated

atb2005's picture

This one's very entertaining. I am sure it generated tons of media/blog buzz. Superb job!

atb2005
Activity Score 13557
Guest's picture

Cool stunt! Old school guerrilla mkt.

Guest
atb2005's picture

This one's very entertaining. I am sure it generated tons of media/blog buzz. Superb job!

atb2005
Activity Score 13557
meraj's picture

enough to create a hype in da market !

meraj
Activity Score 216
university
HV's picture

come on... what a cock tease...

HV
Activity Score 212
Art Director
Guest's picture

I saw it on the spot in Vasco and thought its for Millenium. In fact everyone was saying its bout Millenium. Nice idea but unfortunate execution. so sorry but NO ;)

Guest
Guest's picture

I saw it on the spot in Vasco and thought its for Millenium. In fact everyone was saying its bout Millenium. Nice idea but unfortunate execution. so sorry but NO ;)

Guest
hufflepoff's picture

Very elaborate! Nice to see a break away from traditional media :) well done

hufflepoff
Activity Score 430
Art Director at shwing
DanielSoares's picture

nice stunt. i saw it live and i liked it a lot! props!

DanielSoares
Activity Score 126
Copywriter at Art Director @ AKQA San Francisco
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