Peach
Hobby home page
liahome
Soundlounge
Five By Five
jw collective
Contemplative Reptile
Please Select
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition
  • Ukrainian Edition

Magnum Ice Cream Partners with Magnum Photos in a Global Exploration of Pleasure

Creative 496 Add to collection

LOLA MullenLowe created the limited-edition book called 'Magnum by Magnum'

Magnum Ice Cream Partners with Magnum Photos in a Global Exploration of Pleasure
Photography, that comes from the Greek roots phōs and graphé, essentially meaning drawing with light. 
In this exclusive collaboration between Magnum ice cream and Magnum photos, pleasure is taken out of the dark and into the light where its meaning celebrates those who go beyond judgments and live their true pleasure as if nobody is watching.

Magnum ice cream has always been an ambassador for pleasure, but their definition of pleasure goes way beyond ice cream and even transcends photography in this singular expression of creativity and freedom. 

Gregory Lecomte, global brand manager for Magnum, said: “This partnership is the first step for Magnum ice cream to establish its new brand signature 'True To Pleasure'. In today’s world, too often people are holding back from being true to who they are and what they love to do because of the fear of being judged by others. But at Magnum we believe that the very best pleasures only come when we feel free and liberated to let go and indulge fearlessly in the moment. We want to inspire people through creative expression to overcome the fear of judgement and be true to pleasure.” 


The brand worked with the legendary photographic agency Magnum Photos to create an exclusive, limited edition book that shows a broad spectrum of what pleasure means in 40 magical images taken by some of the world´s most renowned photographers; Alex Majoli, Alex Webb, Bruno Barbey, Chien-Chi Chang, Chris Steele-Perkins, Christopher Anderson, Constantine Manos, Cristina Garcia Rodero, David Alan Harvey, Eli Reed, Ian Berry, Jonas Bendiksen, Martin Parr, Matt Stuart, Nikos Economopoulos, Olivia Arthur, Steve McCurry and Thomas Hoepker.

The first book was revealed at the Magnum Pleasure store in London earlier this autumn and the full collection of images can be viewed online. 

To get a physical copy of the book, participants can share an image of their true pleasure with the hashtag #truetopleasure on Instagram. A jury of photo editors will review the images and the top five will each be sent the book free of charge. 


view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
Client

Advertiser: Magnum Ice Cream

Clients: Global Brand Vice President

Creative Agency

Account Director: Pilar Ballesteros

Account Executive: Oscar Fernandez-Baca

Account Management: Flora Bell

Art Director: Saulo Rocha, Diego Limberti

Chief Creative Officer: Chacho Puebla

Copywriters: André Toledo, Tomás Ostiglia

Creative Agency: LOLA MullenLowe

Creative Director: Tomás Ostiglia, Fabio Brigido

Executive Creative Director: Pancho Cassis

Global Business Lead: Tom Elliston

Producer: Felipe Calviño, Diego Baltazar, Sebastián Arce

Genres: People, Storytelling

Categories: Food, Desserts

LOLA MullenLowe, Wed, 21 Nov 2018 14:30:33 GMT