2020 was a complicated year. After being locked inside for months, there were a lot of restrictions to abide by when we were finally able to leave. Most importantly, we had to keep a safe social distance from each other. So, to surprise our target audience, we needed to find a creative solution that allowed them to enjoy the pleasures of summer in this new reality while staying safe.

Our idea was simple. People are going to enjoy the beach this summer, but how are they going to practice social distancing? Then an idea came to us: a collection of giant towels measuring three by three meters (around nine by nine feet) that enables a safe distance of 1.5 m (around five feet) on each side.

But, we couldn’t just use any towel. Magnum is an elegant and sophisticated ice cream brand. Style and art have been an integral part of our work for Magnum over the years through various collaborations with recognized and emerging artists. Since summer is one of the happiest times of the year, it was important for Magnum to create functional works of art so people could appreciate the beach in a pleasant but safe way. Keeping the distance but still keeping the pleasure.

Magnum is an elegant and sophisticated ice cream brand. Style and art have been an integral part of our work for Magnum over the years through various collaborations with recognized and emerging artists. Since summer is one of the happiest times of the year, it was important for Magnum to create functional works of art so people could appreciate the beach in a pleasant but safe way.

Besides that, strategically we wanted to get into the fashion world, so we partnered with influential artists and activated the campaign through influencers looking to appear in the most famous fashion media in the world.

The campaign was activated in several countries, including Spain, France, Italy, Portugal and the United Kingdom. Users could buy the towels through an E-Commerce website, through Glovo or, instead, they could also purchase them in several Magnum Pleasure Stores, including stores in Paris and London.

In the end, 9.000 towels were sold worldwide, in other words, more than 9.000 people were able to keep their pleasure and their safety distance at the beach last summer.

The campaign was a success. The towels were sold out in less than 24 hours and by popular demand, we had to restock them a few days later. In less than 24 hours they were sold out again, despite the high price: 50€ each.

But the most important result of the campaign is that more than 9000 people were able to keep their pleasure and their safety distance at the beach this summer.

In addition, the campaign had a lot of PR and was featured in countless media, including major fashion publications related to the brand's territory such as Vogue, Elle or MarieClaire and other relevant media such as AdAge, Communication Arts or Campaign.

The campaign ran for different markets in Europe like the UK, France, Spain, Germany, Italy and Australia (June-August 2020), but the towels were shipped worldwide. And with more than 9000 towels sold at 50€ each.