Responses by Tomás Ostiglia, global creative director, LOLA MullenLowe Madrid
Background: The purpose of the campaign was to help global ice cream brand Magnum convert itself into an icon of pleasure. The target audience is very broad: anyone and everyone who seeks pleasure in life. Bitter people need not apply.
Reasoning: We were trying to create something fresh and different from what you normally see in the ice cream category. Magnum is about inspiring and daring people to indulge in that moment of pleasure for themselves and these works were created with elegance and sophistication to transport viewers.
Challenges: Convincing the client to play with just the silhouette of the ice cream in the illustrations. The product is depicted in a very subtle way and the discovery rewards the spectator, instead of showing the product, as is, exclusively generating appetite appeal.
Favorite details: Finding and choosing the right artist. Illustrator Thomas Danthony fits perfectly with the aesthetics and values of the brand, and giving him the liberty to create, was key to making the work feel more like art than advertising.
Visual influences: We are lucky to work in an environment that provides beautiful, inspiring and envy-causing references every day, but in this case we used art deco.
Anything new: We learned that you get better results if you give the artist room to create with freedom and encouragement.
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