It’s lightning in a bottle, it’s Magnum.

Ahead of lockdown measures easing, I was briefed by Campari Group and London-based agency WarmStreet to deliver OOH headline messaging for Magnum. Capturing the energy of summer, and a return to normal life, for a fly poster campaign running through June 2021 in London, Essex, Brighton, Bristol and Glasgow. I used a combination of slang, Jamaican patois and London-centric sayings/lingo in the messaging to create an energy of familiarity for Magnum’s first-ever OOH activity. To position Magnum, visibly, as the highly integrated cultural product that it has grown into.

Magnum is a drink and brand at the centre of London and the UK’s cultural zeitgeist. A Jamaican tonic wine, popularised by Black-British musicians, influencers and tastemakers. The drink is traditionally synonymous with dancehall/bashment music, carnival(s) and Jamaican culture in general. However, it has evolved into something bigger. The sign of a good time, ‘‘Maggie’’ is regularly listed as the second-highest selling drink in off-licenses across the country.

Half the size. All the bottle.