"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. 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 Released: April 2010