The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Learn more about The One Show 2026
Category
TV, VOD, & Online / 61-90 Seconds - Single
Annual ID
OS24_FI061M
About the Work
We knew that talking about superiority and comparisons was something that would resonate with consumers. We had the credentials to do so, but we needed to be careful and approach it in a way that wouldn't come across as arrogant. Humor was the answer - a key form of expression in the everyday lives of young people that allowed us more flexibility to achieve our goal with elegance. In true Magnum style, we created 'The Fraud' based on such a powerful insight, born from how consumers were already talking about us.
A film was crafted to raise awareness about the importance of trusting only what's real in an increasingly deceptive world. With subtle touches of suspense, we show how our protagonist, upon discovering a box of fake Magnums in her partner's fridge, begins to question the reliability of everything else.
Under the concept 'Like a Magnum is not Magnum, Stick to the Original,' we teach people in an interesting, fun, elegant, and somewhat dramatic way that we should always seek real and superior pleasure. Furthermore, the idea was amplified through social content and OOH (out-of-home) advertising to further emphasize the main message and reinforce the superiority attributes of our products compared to the competition.
A film was crafted to raise awareness about the importance of trusting only what's real in an increasingly deceptive world. With subtle touches of suspense, we show how our protagonist, upon discovering a box of fake Magnums in her partner's fridge, begins to question the reliability of everything else.
Under the concept 'Like a Magnum is not Magnum, Stick to the Original,' we teach people in an interesting, fun, elegant, and somewhat dramatic way that we should always seek real and superior pleasure. Furthermore, the idea was amplified through social content and OOH (out-of-home) advertising to further emphasize the main message and reinforce the superiority attributes of our products compared to the competition.
2024 Awards
Total Points: 3
Merit
Credits
Agency
LOLA-MULLENLOWE S.L.U / Madrid
Production Company
Proppa / Madrid
Music / Sound Production Company
Big Sync
Post Production Company
Bacon X / Copenhagen
Art Director
Cristian Serrano
Pedro Mezzini
Copywriter
Augusto Callegari
Creative Director
Jorge Zacher
Kevin Cabuli
Designer
Alan Chung
Yan Graller
Director
Martin Werner
Executive Creative Director
Tomas Ostiglia
Executive Producer
Pablo Martínez
Producer
Marina Saro
Strategist
Bruno Yanagui
Head of Strategy
Camilla Facin
Account Director
Catalina Aguirre
Account Executive
Sofía Pérez
Head of Production
Felipe Calvino
Managing Director
Tom Elliston
Related Awards
