Magnum: Sunglasses, 2

Credits & Description:

Category: Confectionery, Snacks
Media: Outdoor
Brand: Magnum
Agency: MullenLowe
Geo: Spain
Advertising Agency: LOLA MullenLowe, Madrid, Spain
Chief Creative Officer: Chacho Puebla
Executive Creative Director: Pancho Cassis
Creative Director: Tomás Ostiglia
Head of Art: Fabio Brigido
Copywriters: André Toledo, Tomás Ostiglia
Art Director: Diego Limberti
Illustrator: Thomas Danthony
Head of PR: Sarah Okrent
Global Business Director: Tom Elliston
Account Director: Tom Elliston
Account Executive: Oscar Fernandez-Baca
Agency Producers: César Baciero, Sebastián Arce
Published: April 2018
Synopsis:
Magnum is all about premium pleasure and art is a real passion point for Magnum lovers. This year the brand worked with the illustrator Thomas Danthony to create a series of outdoor works of art. The illustrations show different moments of pleasure where the iconic shape of the ice cream is beautifully and masterfully integrated.
True to Pleasure.
Synopsis:
Magnum is all about premium pleasure and art is a real passion point for Magnum lovers. This year the brand worked with the illustrator Thomas Danthony to create a series of outdoor works of art. The illustrations show different moments of pleasure where the iconic shape of the ice cream is beautifully and masterfully integrated.
True to Pleasure.
Synopsis
Magnum is a global Brand fighting to own the territory of Pleasure. However, it is challenging to really land this Brand positioning through product led communications. There was a need for product led advertising that also really elevated the brand's positioning and point of view on pleasure. To create a global campaign with the ability to work across markets where the product was central, but positioning it as a symbol of pleasure. Position Magnum as the symbol of Pleasure in the cultural platform relevant to the Brand.
Outcome
We still don't have results.
Execution
Posters especially designed by Thomas Danthony with the iconic shape of the Magnum central to the execution to express moments of pleasure. This was underpinned by the brand idea 'True to Pleasure' .
The execution worked across outdoor, special build out of home, postcards and merchandising.
We worked hand in hand with Thomas Danthony to developed the executions.The iconicity of the assets enabled it to work across channels with high visibility. Outdoor was key as the campaign had an epic feel to it, and was distinctive for the ice cream category.
Quality of media placement was more important than quantity. Key outdoor sites were selected with high visibility.
Campaign Description
The Magnum ice cream has an iconic shape, that whilst other brands have copied, Magnum still own it. The objective was to leverage this iconic shape and make it iconic and synonymous with pleasure. However, in order to make it relevant with our target audience it was executed through the art world which is a platform relevant to the target audience. Thomas Danthony, a well know illustrator was commissioned to take the iconic shape of the Magnum and express his take on pleasure as an outdoor campaign.