We needed to launch Magnum Ice Cream’s new positioning “True to Pleasure”.

We partnered with Magnum Photos, the most renowned documentary photo agency, because they know about truth and we know about pleasure. Together, we created a book showcasing people around the world being true to their pleasure, shown through the eyes of the best photographers of our times, like Martin Parr, Ian Berry, David Alan Harvey, Olivia Arthur, Chris Steele-Perkins, among others.

By doing this activation, we reached our target of a more compelling and interesting approach than classic advertising.

Besides the book, on a website we created a digital version of the book. Then, we did a photography contest, inviting people to share pictures of true pleasure and the winners won a copy of the book.

The project was exhibited in our Magnum Pleasure Stores around the globe and so far, was viewed by thousands of people. Also, it helped the brand to have one of the most successful positioning campaigns.