Magnum Crack Hunt

Creative idea

Every bite of Magnum is marked by the legendary chocolate crack, a sound so iconic it becomes unforgettable. We asked: what if gamers started hearing Magnum every time a crack appeared in their games? Enter Magnum Crack Hunt: a challenge inviting players to hunt, record, and submit in-game sounds resembling the Magnum crack. Using our AI comparison tool, entries qualified for delicious gaming rewards. We launched directly in the gaming community at Comicon, where streamers and fans embraced the hunt. Soon, cracks echoed across every gaming fandom, turning gaming sessions into Magnum moments, making Magnum unmissable in play.

Brand name: Magnum
Advertiser / client: Unilever
Product / service: FMCG - Food / Ice-cream
Campaign name: Magnum Crack Hunt
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks - Bucharest
Media agency: WPP Media
Web address: https://magnumutopia.ro/huntthecrack
Executive creative director: Laura Belc
Art director: George Liloiu
Copywriter: Oana State
Account director (agency): Ioana Musat - Managing Director The Geeks
Client account director: Cristina Tanase
Managing director: Vlad Petre
Strategic planner / strategist: Miruna Antonescu
Digital strategist: Georgiana Feriu
Additional company: Agency: Simona Zglimbea - Account Director Alexandra Dumitrana - Art Director Robert Botezan - Jr. Copywriter Paul Foltache - Sr. Web Developer Radu Glodeanu-Carata - Video Editor Alexandru Tanase - Head of Social Media Ioana Oprea - Junior Social Media Executive Client: Diana Iordache - Brand Manager Oana Vlad - Brand Building Executive