As usual, Magnum will be present again at the Cannes Film Festival this year. His House of Magnum will offer a new celebration of pleasure and elegance at the Palais Stéphanie, on the popular La Croisette boulevard, with the presence of internationally known faces. The actor Martiño Rivas and the designer Alejandro Gómez Palomo will be some of those who come from Spain, and to communicate this, the brand has placed the now iconic crunch of its ice cream at the epicenter of an advertising campaign.
Palomo Spain has designed the look that Martiño Rivas will wear at the Magnum party in Cannes
Magnum and its product are the trigger for a creative collaboration whose result is the creation of the look with which Martiño Rivas will parade at the brand’s party during the international film meeting on May 14. And Palomo Spain has been chosen for Magnum’s ‘crack’ to take the form of an outfit on the catwalk in Cannes and celebrate one of the fundamental principles of its philosophy, that true pleasure does not understand conventions.
The brand has announced the collaboration with a strategy that has combined social networks and influencers and content creators. To achieve this, it has worked with the Havas Play agency, responsible for the ideation and execution of the campaign, and the production companies Isola and Freelance For. The director was Nacho Errando.
The SAMY agency has been in charge of communication and PR, as well as the production and activation of influencers for the event in Cannes.
The campaign started with a teaser phase focused on generating expectation, and in which a series of videos have been broadcast in which Martiño Rivas was running aimlessly along Gran Vía, in Madrid, dressed in a dressing gown, underpants and a Magnum ice cream. The profiles of Nuria Secret, Abel Planelles, Pedro Jota and Beetweenmyclothes have been in charge of amplifying the action.
After the conversation generated in recent days, Magnum has revealed that the actor was actually going to the designer’s studio to ask for his help and collaboration to define a look for the event. In two videos that have been shared on both Rivas’s and Gómez Palomo’s accounts, it is explained that while she was trying on a possible outfit, which didn’t quite fit, she felt a “crack.”
With that ‘crack’ Magnum reflects the iconic sound that the chocolate in its ice creams makes when it breaks when you bite it, but it also conveys the moment when something changes. It postulates that moment, present for years in the brand’s communication, as the moment in which one stops doing what is expected and begins to do what one feels, thus sending a message about authenticity and self-expression, values that Magnum will defend in Cannes.
Thus, the campaign builds a narrative in three chapters that follows the creative process behind the look that the actor will wear in House of Magnum.
The colors and textures associated with Magnum ice creams inspire the designer’s moodboards and tests to create an outfit that will convey the connection between the brand and fashion, and a unique point of view around pleasure.
Magnum in Cannes
The Magnum activations at the Cannes Film Festival, which will take place between May 12 and 23, will be creatively led by stylist Law Roach, known for his work for celebrities such as Zendaya and Celine Dion. The brand has appointed him as its first “Taste Architect”, and in that role he will be responsible for overseeing the design of an inaugural runway show at the House of Magnum in Cannes.
The brand wanted to make its presence at the event an experience open to consumers, and has launched an international contest in which it raffles off a trip to be part of the House of Magnum in Cannes. Users from France, Germany, Italy, the Netherlands, Spain and the United Kingdom can participate by sharing a video on TikTok in which they show what they would wear to the brand’s party.
During the festival, Magnum will also present its new exclusive range with pistachio and peach flavors inspired by contemporary baking. According to the brand, the products were designed with an attention to detail typical of haute couture, resulting in Magnum La Pistache or Magnum La Pêche.
