Magne B6
New Communication Platform
Contextual Media Campaign
Built for Transcreation
Parents in Poland are among the most burnt-out in Europe, yet many never ask for help because asking can feel like admitting you’re not coping. We created a new communication platform for Magne B6 Forte that replaced clinical messaging with everyday parenting, using music, humour and relatable moments to make education feel human.
Parents in Poland are among the most burnt-out in Europe, yet many never ask for help because asking can feel like admitting you’re not coping. We created a new communication platform for Magne B6 Forte that replaced clinical messaging with everyday parenting, using music, humour and relatable moments to make education feel human.
A platform built around parents.
Most magnesium campaigns begin with symptoms. We chose to begin with everyday life instead, building the story around school mornings, homework, traffic jams and the quiet pressure that comes with trying to keep everything together. That's how the Magneziński Family became the face of the campaign—not as advertising, but as a reflection of modern parenthood.
Written to travel.
Music rarely survives translation, which is why every lyric was written with transcreation in mind from the very beginning. The rhythm, humour and wordplay were designed to travel naturally across languages instead of being rebuilt market by market.
Librus. Right where parenting happens.
Librus is where millions of Polish parents manage everyday school life. Homework, grades, timetable changes and conversations with teachers all happen there, making it the perfect place for contextual communication that felt helpful rather than intrusive. By responding to real school-related moments, the campaign became part of parents’ daily routine instead of interrupting it
- Does homework feel like your second job?
- Stress levels climbing again?
- It’s 7:55 and you’re still in traffic?
- Your schedule stays. Theirs gets cancelled?
- A new timetable turned your day upside down?
- Finding it hard to focus before the parents’ meeting?
- Claim: You’ve got Magne B6 for that.
- Button: Learn more.
Looking after parents, too.
For World Mental Health Day we extended the campaign beyond product communication, acknowledging the emotional reality of parenting and reminding families that caring for yourself is part of caring for your children.
CAMPAIGN
EXPERIENCE
A New Brand Platform
A communication platform designed to outlive a single campaign, giving Magne B6 Forte a more human, emotionally relevant voice.
Context That Matters
From Librus to social media, every touchpoint appeared where parenting was already happening, making the message feel timely rather than intrusive.
Built for Transcreation
Every lyric, script and execution was created to travel naturally across languages, making localisation part of the creative idea from day one.
Education That Connects
By replacing clinical messaging with relatable family moments, the campaign made healthcare communication easier to engage with and easier to remember
One Story. Every Screen.
Every asset was produced in 16:9, 9:16 and 1:1 formats, ensuring the same idea performed consistently across every platform.
What does perfect success mean to you?
Tell us what good looks like on your side – your markets, your volume, your toolstack – and we’ll map where your workflow loses time and money, and where ours closes the gap
