Magnum was looking to recruit more consumers aged 18-54 in Austria and Germany, who were willing to pay more for their ice cream, by recognizing the — higher than average — quality standards offered by the brand. To do so we were going to use one of their most iconic products: Magnum Classic. An ice cream that for more than 30 years had hardly changed: cracking milk chocolate on the outside and velvety vanilla ice cream on the inside.

To launch our new Magnum Classic campaign celebrating 30 years of the iconic ice cream, we looked for the perfect influencer, another classic: Wolfgang Amadeus Mozart. Born more than two centuries ago, Mozart didn't have something fundamental: a music video. Thus, Mozart by Magnum was born, Mozart’s first music video. This tribute from one classic to another brings Mozart into the 21st century, both visually and musically, with a reinterpretation of his Symphony No. 25.

Our PR strategy looked to prove Mozart by Magnum was more than just a video clip to gain earned media. To do so, we looked to make the video official by contacting the Mozarteum Foundation, the organization in charge of all things Mozart and his museum in Salzburg. They were instantly on board with the project. Together we developed a special exhibition and premiered of the music video in the only place worthy of it: Mozart’s home. The exhibition lasted three months and gave us the final seal of approval we needed.

For "Mozart by Magnum" the Malaga Symphony Orchestra recorded a new track reinterpreting the first movement of Mozart’s Symphony No. 25. using the same orchestral setup from his original composition in 1778: 6 violins, 4 violas, 3 cellos, 1 upright bass, 2 oboes and 2 horns. The piece was then digitally rearranged with hip-hop and trap beats in an attempt to break the elitist barriers that surround classical music.

A mix of animation and live action scenes takes us on a journey into Mozart's creative mind. The result: a music video that imagines what Mozart might be able to create with today’s musical tendencies and technical possibilities.

In partnership with The International Mozarteum Foundation, the organization in charge of preserving the life and work of Wolfgang Amadeus Mozart, we premiered the clip on 22 July, 2022 at Mozarts Geburtshaus museum, the composer's birthplace in Salzburg. The event, coincided with The Salzburg Festival, one of classical music’s most important events.

Afterwards, the video remained in the museum as part of a special exhibition with the same name “Mozart by Magnum” for three months. As part of the exhibition, visitors could see an original set of posters designed for the video clip as well as a letter from 1778, accessible to the public for the first time, in which Mozart speaks of his love for ice cream. The premiere was supported with a campaign in Germany and Austria with a microsite, social media, PR and OOH.

Even though the campaign was made for a local market, it had impact on a global scale. With a reach of 433 million, over 80k museum visitors and a total of €640k in earned media.