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Magnum pushes the boundaries of creativity with a media first

Magnum Lenticulars

In order to come roaring back with more magnificence than ever, Magnum wanted to go one step further in pushing the boundaries of creativity in Out-of-Home by mixing Exterion Media’s iconic wrapped buses with innovative lenticular technology.

To relaunch their most indulgent ‘Doubles’ range, Magnum enhanced their striking wrapped Routemaster campaign with lenticulars - 3D display technology that allows an image to appear as though it’s changing or moving when viewed from different angles. This was the first time Exterion Media have carried lenticulars on a wrapped Routemaster bus.

As the leopard print bus passed urbanites on the move, the image on the bus sides transformed into the seductive eyes of a wild cat; visually representing the campaign’s by-line ‘unleash the beast’. The campaign, planned and booked by Mindshare and Kinetic, was designed to depict those moments of pure luxury, appealing to personalities that seek to make every moment of indulgence count.

The campaign was supported by further Out-of-Home activity to encourage ice cream fans to awaken their senses and ‘Dare to go Double’.