We were briefed to maintain and amplify Magnum's cult status in culture by creating a talent-led, dark social talent programme on Whatsapp.

Influencer and creator contact with brands can feel transactional, one-directional, and uninspiring. Both they – and their audiences – are hungry for a different approach. Our strategy sought to open up a new pathway, giving them a fresh alternative to traditional routes.

A multi-year, dark social hotline to engage, entertain, and keep some of the UK's biggest talent stocked to the rafters with Magnum Tonic Wine.