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Magic Kinder × Ferrero
The proposal that created Magic-Kinder.com, and the decade that followed it. Kinder already owned a moment of imagination — the second the egg opens. The pitch was that the moment should not end there. It became one of the world’s largest branded children’s edutainment platforms: 32 languages, 32 markets, 500+ published games, animations and activities, with licensed worlds from Disney, Fox and Warner Bros running inside a single Kinder safety frame, and a 25-person studio shipping to a weekly release rhythm. It was later rebuilt as Applaydu.
Two versions of one pitch, shown back to back. The 2026 deck is how I would make the case now; the 2001 deck is the case as it was actually made, reconstructed from what survived of the original files.
The pitch, as I’d make it today.
Same argument, current craft. If Ferrero walked in tomorrow with the same problem, this is the deck I would put on the table — written with twenty-five years of hindsight about what the platform actually became.
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The pitch that won it.
The argument that got the account: the surprise should live beyond the toy. One creative canon, thirty-two local doors, a central studio that owns the brand and market teams that own the nuance. Rebuilt from the surviving material — the strategy, structure and screens are the originals, the layout is new.
Click any slide to open it full size · 9 slides