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    Through the years Magnum For Pleasure Seekers positioning had yielded in a consistently successful communication model: beautiful girls pursuing … Read More
    Through the years Magnum For Pleasure Seekers positioning had yielded in a consistently successful communication model: beautiful girls pursuing that personal moment of premium indulgence. This model had proved to work very well for Magnum globally, but had conversely confined our creativity in a gilded cage of success. This brief was an attempt to break out of this cage. We set to explore a theme that added deeper meanings to the brand’s values and to make our brand point of view relevant to the zeitgeist of identity and pleasure. Magnum is about liberation from adult responsibilities, constraints imposed by society and by that little voice inside our own heads.Our execution would take this to a new level, challenging the conventions surrounding identity and pleasure to state that “Pleasure has more than one layer”. Read Less
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