In our digital age, we constantly hear about how engagement is the new way forward. Some brands still struggle with this, but Magnum is one that has taken this notion to a brilliant new level. Reminscent of a thrilling video by Intel, Magnum's new interactive campaign to promote the new ice-cream flavour features a woman controlled by the user with the arrows and spacebar, as she runs through the internet to catch chocolates. Taking the notion that the internet is a treasure trove of pleasure, we, the woman controlled by the user, see the internet in a whole new light, as she jumps from one website to the other, including Spotify, Youtube, Tiger of Sweden, jumps through banner ads, drives a car, swings on necklaces, and even flies a plane! Not only are we engaged with Magnum, but with the internet as a whole. The internet truly becomes our playground.

It's no surprise that this campaign was born in the hotbed of digital creativity that is in Sweden. Indeed, a recent campaign dubbed  "The Fuck Tree" is another example of bringing digital creativity to life in media, and has been shortlisted in the Festival of Media Awards 2011 in two categories. In fact the country appears in the complete shortlist no less than five times: The Swedes clearly have an eye on where media is headed.