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Magnum Encourages Social Distancing with Style With Unveiling of Giant Beach Towels

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The ice cream brand partnered with LOLA MullenLowe to produce the 10ft limited-edition line encouraging everyone to indulge in a moment of pleasure safely

Magnum Encourages Social Distancing with Style With Unveiling of Giant Beach Towels
Magnum ice cream today announced its latest collaboration with contemporary artists from around the world to create a limited-edition line of stylish beach towels. Measuring up to 3x3 meters (10ft), the bespoke line of beach towels, encourage everyone to practice safe social distancing while coming together to share in moments of pleasure this summer.

The collection combines the practicality of a beach towel, or for urban dwellers a picnic blanket, with new modern and stylish art work created as part of Magnum’s #TrueToPleasure campaign which partners with multi-platinum singer, songwriter and activist, Halsey. The beach towels enable two people to be comfortably seated while still maintaining a safe distance of at least two meters, enabling them to keep the pleasure and keep the distance.

Magnum has a long heritage of working with creative disruptors and has partnered with both established and up and coming talent, championing trailblazers across fashion, art and culture. The unique designs created by artists Karan Singh, David Vanadia and Quentin Monge draw inspiration from the iconic silhouette of the Magnum ice cream and remind us to take pleasure in coming together this summer, in a safe and socially distanced way.

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Creative Agency: LOLA MullenLowe


Client: Magnum (Unilever)

Global Vice President, Unilever: Julien Barraux

Global Brand Director, Magnum: Ben Curtis

Executive Creative Director: Tomás Ostiglia

Creative Director: Kevin Cabuli, Jorge Zacher

Brand Creative Lead: María García Campos

Creative team: Manuel Castillo, Enrique Torguet

Global Business Director: Tom Elliston

Account Supervisor: Flora Bell

Head of Production: Felipe Calviño

Producer: Diego Baltazar, Jorge Saade

Artists: Karan Singh, David Vanadia, Quentin Monge

Categories: Food, Desserts

LOLA MullenLowe, Fri, 14 Aug 2020 10:42:32 GMT