Thinkerbell melts Streets icons in summer campaign

Thinkerbell has rolled out a fresh creative execution for Streets as part of the brand’s Mad For Streets summer platform, continuing the agency’s work with The Magnum Ice Cream Company.

The campaign centres on out-of-home placements that dramatise Australians’ emotional connection to Streets ice creams, using visual storytelling to reinforce masterbrand recognition across the portfolio.

Creative approach for Streets masterbrand

The work features recognisable Streets products shown fully melted yet still instantly identifiable, drawing on a familiar summer sight to underline brand equity across sub-brands such as Golden Gaytime, Bubble O’Bill and Rainbow Paddle Pop.

According to the agency, the execution reflects the irrational devotion Australians have to ice cream, even when it is messy and fleeting, and uses that insight to strengthen the link between individual products and the Streets name.

Out-of-home delivery and seasonal timing

The out-of-home activity was delivered in partnership with oOh! media, with placements designed to maximise attention during peak summer consumption periods.

Sesh Moodley, executive creative tinker, Thinkerbell: "Ice cream is one of the few things Australians will chase knowing it will fall apart. That irrational love is what Mad For Streets is built on, so melting the icons felt inevitable."

Kalli Swaik, marketing director, The Magnum Ice Cream Company: "Streets is our masterbrand and the heart of our portfolio, created to celebrate the joy our ice creams bring to Australians. While awareness is high, people don’t always connect Streets to the sub brands they love."

Kalli Swaik: "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."

Ongoing agency partnership

The campaign marks the second collaboration between Thinkerbell and The Magnum Ice Cream Company, following the agency’s work on the launch of the Golden Gaytime Slab last year.

www.magnumicecream.com

www.thinkerbell.com

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