ABOUT

Magnum 7 Sins was the first time Unilever tried limited edition Magnum ranges.

Shot in Milan over a week by Shekhar Kapur (Elizabeth/Bandit Queen) with music by A R Rahman, the Mozart of Madras (Jai Ho) we created the famous 'Magnum Crack' to accentuate the shattering final scene.

The pan European TV campaign was supported by print, digital and point-of-sale. Sales of Magnum rose 17% year on year in 2003 to £67.2m