LOLA MullenLowe and MagnumIce celebrate those people brave enough to stand up for who they are
Ice cream brand Magnum chose agency LOLA MullenLowe to launch a new campaign with its remarkable tagline: ¨Pleasure is Diverse.¨
Presenting The Ceremony, a beautiful film that illustrates a viewpoint on pleasure, diversity and acceptance.
The film has garnered an extensive reach and international success. It was also featured on many news outlets such as Creativity and the Clio Awards. It achieved a rating of 9 out of 10 by More About Ads.
“As huge supporters of all things pleasurable, we feel it’s our duty to encourage, endorse and celebrate an acceptance of people brave enough to stand up for who they are. How you live your life is a decision only you can make, but by deciding to be true to yourself we think you’re contributing a little more individual freedom and a little more individual pleasure to the wonderfully diverse canvas of our society,” says the official statement from Unilever´s Magnum Ice Cream.
Directed by Martin Werner through Proppa&Bacon, the film also inspires and encourages people to experience more pleasure in life by being true to themselves. The couple featured in the film are inspiring because they are proudly true to themselves, which Magnum believes leads to a more fulfilling life.
“The idea for The Ceremony arises from a direction that both the brand and agency have been moving towards, where the territory of pleasure is being redefined. For each individual pleasure is something different, and we feel that it is our duty to support pleasure in all its nuances to create social change and support diversity and equality,” says Tomás Ostiglia, Global Creative Director at LOLA MullenLowe.
The film is currently on air in Australia and will be rolling out in other markets. The featured track is a cover of Bob Marley’s Is This Love, performed by Corinne Bailey Rae.
Magnum "The Ceremony" from Proppa on Vimeo.