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.