This project was developed for Magnum in response to a real context in Milan: a proposed law scheduled to be approved in April 2024 that aimed to ban ice cream sales after midnight. While the law was ultimately annulled just two days before the campaign launch, Magnum positioned itself as the defender of pleasure and Italian tradition, proposing a bold and playful concept, ''bribing with pleasure''.

The campaign imagined sending 49 briefcases filled not with money but with Magnum ice creams, one of each councilor, as a symbolic gift to help them make a cool-headed decision, supported by a social media activation with launch videos, personalized messages, and alternative endings depending on the law's outcome.