Every year Magnum chooses an iconic model to represent its brand concept: True to Pleasure. It’s usually a young model that is connected with the Pop Culture, but this year we did something different; we have chosen a 97 years old Fashion Icon: Iris Apfel.

Iris is a woman who lived true to her pleasure. She has travelled the world, she did the restoration work in The White House for 9 American presidents, she was the first woman ever to wear jeans, she has a unique style, she has a Barbie model of her own figure and she’s still living as if nobody is watching.

In this campaign, she shares her last Will and Testament, a personal document open to the world’s new generations and lovers of art and fashion.

We turned this handwritten document, mixed up with her colors and her iconic glasses, into a series of posters and print ads that are currently live in Magnum’s most important markets, such as London, Paris, Rome, Madrid and Barcelona.

We launched the campaign at the end of April, and we are waiting for the result. So far, people loved the campaign and we got a great response from the public. Also, these posters will be part of the Magnum campaign in the Cannes Film Festival.