A few days ago he promoted the creation of a look by the designer Palomo Spain for the actor Martiño Rivas and an international fashion show in Cannes, taking advantage of the start of the film festival. Now Magnum presents “House of Magnum”, its new global campaign, with which it elevates the premium experience associated with its ice creams through fashion codes.
Created by the Lola Madrid agency, it proposes a creative universe inspired by haute couture to present its products as “designed for pleasure“. The creative concept takes as reference the maisons fashion and establishes a parallel between the ice cream production process and the creation of fashion garments as craft pieces.
“House of Magnum” delves into its long-standing storytelling around enjoyment and indulgence and presents it as an authentic art form. The message is materialized in various pieces that show Magnum as a great fashion house in which precision and attention to detail articulate each creation. Sewing machines that create packaging, ingredients carefully managed by hand or looks inspired by ice cream star in the campaign pieces.
Although the different pieces focus on a different ice cream format or flavor, as a whole the campaign celebrates Magnum’s differential proposal in its entirety. Presenting the different products as pieces that give shape to the same collection, but all designed to provide pleasure in a unique way, as expressed in the claim “Designed for pleasure”.
The campaign delves into Magnum’s association with culture, fashion and design, a territory it has already explored on previous occasions at an international level. Beyond the “House of Magnum” activation in Cannes, which was led by stylist Law Roach; The brand presented a haute couture dress in Paris in 2022; or created a limited edition jewelry collection with Twojeys.
“House of Magnum” will launch in more than 40 markets across Asia, Europe, Latin America, Australia and New Zealand, and will serve as the foundation of a new long-term global brand platform.
