The Magnum ice cream has an iconic shape, that whilst other brands have copied, Magnum still own it. The objective was to leverage this iconic shape and make it iconic and synonymous with pleasure. However, in order to make it relevant with our target audience it was executed through the art world which is a platform relevant to the target audience. Thomas Danthony, a well know illustrator was commissioned to take the iconic shape of the Magnum and express his take on pleasure as an outdoor campaign.

Posters especially designed by Thomas Danthony with the iconic shape of the Magnum central to the execution to express moments of pleasure. This was underpinned by the brand idea 'True to Pleasure' .

The execution worked across outdoor, special build out of home, postcards and merchandising.

We worked hand in hand with Thomas Danthony to developed the executions.The iconicity of the assets enabled it to work across channels with high visibility. Outdoor was key as the campaign had an epic feel to it, and was distinctive for the ice cream category.

Quality of media placement was more important than quantity. Key outdoor sites were selected with high visibility.

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