Australians have a special relationship with ice cream. We seek it out in peak summer heat, fully aware it will melt too fast, drip everywhere and become a mildly stressful race against time—yet we love it anyway. To celebrate this gloriously illogical devotion, Streets has partnered with Thinkerbell on a new creative execution for its ‘Mad For Streets’ summer platform.
“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,” said Kalli Swaik, marketing director, The Magnum Ice Cream Company.
From Golden Gaytime to Bubble O’Bill and the Rainbow Paddle Pop, the work captures the nation’s unconditional love for Streets—even at its messiest. Bringing to life a sight every Aussie knows all too well: iconic Streets ice creams, completely melted but still completely recognisable.
The out of home was created in partnership with oOh! media, bringing maximum engagement during peak consumption season.
“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,” commented Sesh Moodley, executive creative tinker, Thinkerbell.
“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,” added Swaik.
“This execution brings Mad For Streets to life and strengthens the emotional connection back to Streets.”
This is the second piece of work Thinkerbell has done in partnership with The Magnum Ice Cream Company, following the successful launch of the new Golden Gaytime Slab last year.
Credits:
Client: The Magnum Ice Cream Company
Creative and earned: Thinkerbell
Media & Production: oOh!
