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Responses by Tomás Ostiglia, executive creative director, LOLA MullenLowe Madrid

Background: 2020 has been a complicated year so far. After being locked inside for months, there were a lot of restrictions to abide by when we were finally able to leave. Most importantly, we had to keep a safe social distance from others. So, to surprise our target audience, we needed to find a creative solution that allowed them to enjoy the pleasures of summer in this new reality while staying safe.

Reasoning: Our reasoning was simple. People are going to enjoy the beach this summer, but how are they going to practice social distancing? Then an idea came to us: a collection of giant towels measuring three by three meters (around nine by nine feet) that enables a safe distance of 1.5 m (around five feet) on each side. But, we couldn’t just use any towel. Magnum is an elegant and sophisticated ice cream brand. Style and art have been an integral part of our work for Magnum over the years through various collaborations with recognized and emerging artists. Since summer is one of the happiest times of the year, it was important for Magnum to create functional works of art so people could appreciate the beach in a pleasant but safe way. Keeping the distance but still keeping the pleasure.

Challenges: Finding a supplier that could produce high quality three by three meter (or nine by nine feet) towels. It took longer than we’d hoped, but in the end, we found the right towels and we are super grateful and happy with the result.

Favorite details: How well the idea works for Magnum in this moment and how well it connected with Magnum’s followers while also sharing fine art with people. All three towel designs were sold out in less than 24 hours. So, for us, we are most proud of the fact that people love the collection and can continue to enjoy the summer without worrying.

Visual influences: One of the highlights of our jobs is discovering artistic talent and, in this case, each artist who designed a towel has his own references. David Vanadia, for example, has a minimalist style with bold graphics. Quentin Monge’s colorful art is influenced by summer, Pablo Picasso and André Derain. And the powerful work by Karan Singh has such a particular and vibrant style that reminds us of current Op Art.

Specific demands: Along with Marte, it’s always a pleasure working with Magnum, a client who values and believes in creativity 100 percent. As Magnum’s lead creative agency, we are extremely demanding when it comes to craft for Magnum and with the bar set so high, no campaign is ever easy. The greatest thing in this case is having the freedom and support of our client to continue building Magnum’s territory with such a high level of creativity.

lola-mullenlowe.com

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