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01 . 09 . 21

Cannes Lions Bronze Winner: Magnum Pleasure Icon

Words by: Print Power
Cannes Lions 2021 Winner

AGENCY Lola Mullenlowe Madrid
BRAND Magnum/Unilever
CATEGORY Print & Publishing/Food & Drink
AWARD Bronze Lion

Art, culture and sensuality combine in Magnum’s ‘Pleasure Icon’ campaign in collaboration with renowned American contemporary sculptor and painter Brendan Monroe. The surreal and hypnotic black and white images feature Monroe’s distrinctive illusory style, and incorporate the iconic shape of the ice cream in summer-themed images, seamlessly blended into the Rorschach test-style formations. All combine to put pleasure and artistry at the heart of the brand. 

Designed to mesmerise, the illustrations were displayed in a mural, a series of posters and promotional materials. The first installation-like mural appeared in London’s creative hub Shoreditch, with more set to appear this summer in cities around the world. 

The images form part of a series of collaborations with exemplary artists to create hand-crafted works of art for Magnum. In 2018, famed French illustrator Thomas Danthony created a series of pleasure moments in his signature film noir style. 

Big, bold, black & white graphics. And an iconic ice cream brand. What’s not to love? Illustration as a visualisation media when done well can be hugely impactful.
Sonoo Singh
Founder/Creative Salon