Raketje

Make cooling visible

How do you bring an iconic ice cream to life in a surprising way in a public space? For Raketje, creative agency Higuita developed an interactive campaign that tapped into a feeling everyone recognises on hot summer’s days: the need to cool down.

Using thermal cameras, passers-by appeared on Ocean Outdoor’s digital screens as colourful thermal images. Their silhouettes then transformed into life-size Raketjes. In this way, people weren’t just spectators of the campaign; they became part of it themselves.

The technology was entirely at the service of a simple and recognisable idea. The live thermal images immediately caught the eye and invited passers-by to move in front of the screen and create new shapes together. This created a playful interaction between people, the screen and the brand.

The jury of the Digital Creative Competition awarded the campaign a gold medal in the Commercial category in 2025. The concept convincingly demonstrated how creativity and cleverly applied technology can make a familiar product relevant again and literally get people moving.

• Advertiser The Magnum Ice Cream Company
• Creative agency Higuita
• Period 6 to 19 July & 10 to 23 August 2026
• Locations Amsterdam Leideseplein, Rotterdam Binnenwegplein, Emmen The Royal & Hilversum Groest
• Category Commercial
• Networks City & Shopping
• Technology Mixed Reality