Through the years Magnum For Pleasure Seekers positioning had yielded in a consistently successful communication model: beautiful girls pursuing that personal moment of premium indulgence.

This model had proved to work very well for Magnum globally, but had conversely confined our creativity in a gilded cage of success.

This brief was an attempt to break out of this cage. We set to explore a theme that added deeper meanings to the brand’s values and to make our brand point of view relevant to the zeitgeist of identity and pleasure.

Magnum is about liberation from adult responsibilities, constraints imposed by society and by that little voice inside our own heads.

Our execution would take this to a new level, challenging the conventions surrounding identity and pleasure to state that “Pleasure has more than one layer”.

Nothing relevant here.

Not yet available.

The zeitgeist of contemporary society’s view on identity and gender.

POP CULTURE SPOTLIGHT

More and more visible and accessible to the mainstream through pop culture, as their stories are being told in the news and gossip columns, movies, TV shows and other entertainment programmes, such as the most popular and successful online TV shows, from Amazon´s Emmy award winning Transparent to ex athlete Bruce Jenner’s much talked about gender transformation.

A NEW FRONTIER IN CIVIL RIGHTS

A lever in Obama's political discourse, (transgender people were acknowledged for the first time ever in a State of the Union address this past January). This issue will become even more prominent in the political arena as the next fight in health and civil rights will be about Transgender Insurance Equality.

THE FIGHT OF THE NEXT GENERATION

This tide of trans-awareness is washing over across USA colleges.

Youth across America are challenging conventions and fighting for the normalisation and equality of this group, on campus but also beyond.

REDEFINING DEEPLY ROOTED BELIEFS ON GENDER AND BEAUTY

Reaching the mainstream through fashion advertising campaigns, such as Barneys Spring 2014, and through strong mediatic influencers, challenging deeply rooted beliefs on identity and beauty.

THE CONVERSATION (AND JOURNEY TO ACCEPTANCE) IS JUST BEGINNING. AND MAGNUM WANTS TO BE A PART OF IT.

In 2008 we brought personal pleasure out into the open from behind closed doors. In 2015 we set to go even further with the launch/relaunch of the Magnum Doubles platform, the most daring of the brand’s platforms.

We would challenge our own communication model in which we mainly portrayed women, while still staying true and playing upon the femininity that defines the brand.

After all, who said only girls could be feminine?

Magnum views Pleasure as a birth-right, above age, culture, social condition… and now also gender. We wanted to support the transvestite community in their fight for social recognition, no more hiding in the shadows.

Pleasure would be truly universal. And so the portrayal of our “Pleasure Seekers” would reach a new frontier.