Responses by Kevin Cabuli, global creative director, LOLA MullenLowe
Background: Ice cream brand Magnum promises to be “true to pleasure,” and, with the Winter Pleasure print series and activation, we wanted to bring the pleasure of art to the streets. Winter isn’t a season that people usually associate with pleasure, never mind with ice cream, but this series is here to remind people that they can enjoy pleasure wherever and whenever they wish.
Reasoning: Following the Pleasure Icon campaign that originated with an artist collaboration in 2018, we wanted to relaunch the series, but with a simple, joyful twist. Bringing to life an often-forgotten season when it comes to indulgence: winter.
Challenges: COVID, of course, proved challenging with the production of the outdoor artwork and the coordination and safety of the teams. However, it also proved to be a blessing in disguise as many people were out enjoying their daily walks, a break from the monotony of lock-down life, when they came across the artwork and were able to stop and take it in.
Favorite details: I love the color palette and the simplicity behind the artwork. The color scheme brings that cold but cozy feeling to the scene, which naturally translates the concept. The simplicity allows the eye to be drawn to the hidden Magnum shape for a delightful reward.
Visual influences: To be honest, illustrator Thomas Danthony’s previous work was the reference itself. Since the beginning of the project, we knew that the Winter Pleasure series could only be crafted by him. Simplicity and elegance are his signature styles, and it’s exactly what this campaign needed.
Time constraints: The team came up with the idea during the beginning of December, and we wanted the campaign to be live for Christmas. We presented the campaign, crafted it and published it in less than 20 days. We worked side by side with Thomas to finalize all the details and managed to get it live just in time for Christmas.
Specific demands: Since this was a follow up of the previous campaign, Pleasure Icon, working with the same team and illustrator behind the idea helped the campaign flow naturally. We gave Thomas some initial ideas around the concept but also total freedom to propose anything he thought would work.