In Spain, effective branded content is particularly complicated among millennials, since they tend to sneer at corporate attempts to take over what they see as a way of communicating between themselves: social media.

The casting consisted of a special search , focused on finding real transvestites within the community in Los Angeles.

For the Client this campaign is represents a huge step forward because it allows them to broaden the Brand’s positioning, the world of pleasure, to a new territory that has depth, resonance and social relevance. It is important that a an ice cream brand by the world’s second biggest advertiser, Unilever, dares take such a bold leap with its communications. Perhaps it’s the first time it happens in the category.

For people out there, success is measured in terms of awareness and perception of the Brand. Magnum is a well-known brand with an excellent product. But the way it communicates is traditional and conservative. Now Magnum finally breaks free to be perceived as a brand committed to the idea that when it comes to pleasure, we put our money where our mouth is.