HOW DID WE CHANGE A BRAND
Magnum has become famous for its ads about beautiful women pursuing pleasure. But for the relaunch of Magnum Double, the brand’s most daring ice cream, we decided to break free and challenge our point of view on pleasure.
After all, who said only girls can be feminine?
After all, who said only girls can be feminine?
BACKSTORIES
We created content videos where the audience could discover more about their feelings and their thoughts around what pleasure means to them.
POSTERS
We teased the launch of the campaign with posters featuring our new hero girls.
AN INTEGRATED CAMPAIGN
We scale up the campaign with the launch of a short film contest during the Cannes Film Festival called ‘Be true to your pleasure’. We invited our Drag Queen ambassadors together with the director Xavier Dolan, to judge around 50 hours of entertainment.
RESULTS
RESULTS
I’m not a big fan of statistics and results, but this particular case was out of our expectations. Not only about the impressive feedback from people and media outlets, but also, the campaign became the most awarded one in brand’s history.
AWARDS>
Cannes - GOLD - Film / Lola Mullenlowe / 2015
Cannes - BRONZE - Film / Lola Mullenlowe / 2015
D&AD - YELLOW PENCIL - Film / Lola Mullenlowe / 2015
ACDE - SILVER - Film / Lola Mullenlowe / 2015
Eurobest - BRONZE - Film Craft / Lola Mullenlowe / 2015
Epica Awards - GOLD - Food & Drink / Lola Mullenlowe / 2015
Epica Awards - GOLD - Craft & Imagery / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GRAND PRIX - Best Latin Idea / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GOLD - Latin Idea / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GOLD - Film / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - BRONZE - Film / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - BRONZE - Film / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - BRONZE - Interactive / Branded Content / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GOLD - Content / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GOLD - Third Eye Award / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - SILVER - AV Production / Lola Mullenlowe / 2015
Sol - SILVER - TV / Lola Mullenlowe / 2015
Sol - SILVER - Branded Content / Lola Mullenlowe / 2015
CdeC (Spanish Creative Circle) - GRAND PRIX / Lola Mullenlowe / 2015
CdeC (Spanish Creative Circle) - GOLD - Ideas / Lola Mullenlowe / 2015
CdeC (Spanish Creative Circle) - GOLD - Production / Lola Mullenlowe / 2015
Effie - BRONZE / Lola Mullenlowe / 2015
Eficacia (Spain Effies) - GOLD / Lola Mullenlowe / 2015
Cannes - BRONZE - Film / Lola Mullenlowe / 2015
D&AD - YELLOW PENCIL - Film / Lola Mullenlowe / 2015
ACDE - SILVER - Film / Lola Mullenlowe / 2015
Eurobest - BRONZE - Film Craft / Lola Mullenlowe / 2015
Epica Awards - GOLD - Food & Drink / Lola Mullenlowe / 2015
Epica Awards - GOLD - Craft & Imagery / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GRAND PRIX - Best Latin Idea / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GOLD - Latin Idea / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GOLD - Film / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - BRONZE - Film / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - BRONZE - Film / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - BRONZE - Interactive / Branded Content / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GOLD - Content / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - GOLD - Third Eye Award / Lola Mullenlowe / 2015
El Ojo de Iberoamérica - SILVER - AV Production / Lola Mullenlowe / 2015
Sol - SILVER - TV / Lola Mullenlowe / 2015
Sol - SILVER - Branded Content / Lola Mullenlowe / 2015
CdeC (Spanish Creative Circle) - GRAND PRIX / Lola Mullenlowe / 2015
CdeC (Spanish Creative Circle) - GOLD - Ideas / Lola Mullenlowe / 2015
CdeC (Spanish Creative Circle) - GOLD - Production / Lola Mullenlowe / 2015
Effie - BRONZE / Lola Mullenlowe / 2015
Eficacia (Spain Effies) - GOLD / Lola Mullenlowe / 2015