Pleasure and fine arts are at the heart of Magnum. That's why Magnum, once again, wanted to take its advertising to another level and turn it into art to connect with its target audience.

On the other hand, and after the success of the first Pleasure Icon campaign the previous year, the biggest objective for the brand was to reposition Magnum as a defender of pleasure and to distinguish it significantly within the category.

The campaign had to run in the most important European markets for Magnum, such as the UK, France and Italy and the budget of the campaign was 50.000€.

The brand collaborated with artist Brendan Monroe to create a series of handcrafted works of art. Together with the renowned American artist, we designed a graphic campaign in which we showcased moments of pleasure created with the iconic silhouette of our ice cream, which is always at the core of the design.

The opportunity to build an icon of pleasure like Magnum through art is a huge way to innovate and elevate the brand. It breaks the category codes and places the brand in an enviable place where art, culture and pleasure meet.

The illustrations inspire moments of pleasure where the iconic Magnum ice cream shape combines perfectly with the striking black and white images.

In addition, all of Brendan Monroe's illustrations are characterized by creating a tension between reality and surrealism, which translates into summer images of people enjoying different moments of pleasure. These images, even being totally graphic illustrations (without shadows or complex retouching), manage to create a super interesting optical effect giving them some relief and depth.

The artworks were showcased in murals, outdoor, promotional materials and other elements present in Magnum’s top markets like London, Paris and Rome.

The campaign flooded the main European cities with art and numerous media related to the world of art and communication such as Creative Boom, Campaign, Atrbute, Little Black Book or AdAge echoed the new Pleasure Icon.

But most importantly, we managed to position Magnum once again in the territory of pleasure and art, breaking all the ice cream category while elevating the brand.