Magnum: Magnum

Credits & Description:

Brand UNILEVER
Entrant LOLA MULLENLOWE MADRID
LOLA MULLENLOWE Madrid, Spain Entrant Company
LOLA MULLENLOWE Madrid, Spain Idea Creation
Julien Barraux Unilever-Magnum Global Brand Vice President
Neil Gledhill Unilever-Magnum Senior Global Marketing Director
Gregory Lecomte Unilever-Magnum Global Brand Manager
Chacho Puebla LOLA MullenLowe Chief
Pancho Cassis LOLA MullenLowe Executive Creative Director
Tomás Ostiglia LOLA MullenLowe Creative Director
Fabio Brígido LOLA MullenLowe Head of Art
André Toledo LOLA MullenLowe Copywriter
Tomás Ostiglia LOLA MullenLowe Copywriter
Diego Limberti LOLA MullenLowe Art Director
Thomas Danthony Thomas Danthony Studio Illustrator
Diego Limberti LOLA MullenLowe Designer
Sarah Okrent LOLA MullenLowe Head of PR
Tom Elliston LOLA MullenLowe Global Business Director
Tom Elliston LOLA MullenLowe Account Director
Óscar Fernández-Baca LOLA MullenLowe Account Executive
César Baciero LOLA MullenLowe Agency Producer
Sebastián Arce LOLA MullenLowe Agency Producer
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 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.