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Pleasure Icon

The Challenge


Outdoor Advertising.



Magnum is all about premium pleasure and art is a real passion point for Magnum lovers. This year the brand worked with the illustrator Thomas Danthony to create a series of outdoor works of art. The illustrations show different moments of pleasure where the iconic shape of the ice cream is beautifully and masterfully integrated.

Thomas Danthony is a French artist based in London and Barcelona. His work is characterized by a clever use of light, bold compositions and a dose of mystery. His client list includes, among others, Google, The New York Times, TFL, Mondo, Liberty, Penguin, English National Opera, The New Yorker, Arte and Sadler's Wells Theatre.

"When marketers recognize talented artists, brands benefit and the industry is elevated. That was our motivation behind this outdoor campaign for Magnum. A way to continue building in the territory of pleasure, speaking in a simple, mature way. The pieces are elegant and on par with a leading brand such as Magnum which continually expresses itself far from the stereotypes of the category,” Tomás Ostiglia, Global Creative Director.

The billboards are currently running in London, and will be installed in other lead Magnum markets like Paris, Rome, Madrid and Barcelona this summer. LOLA MullenLowe is the global lead creative agency for Magnum.

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