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Pleasure Icon

The Challenge

To elevate the brand in the world of fine art and premium pleasure while seamlessly integrating the iconic shape of the ice cream.


Outdoor Advertising.




June 2019

Pleasure icon returns to Shoreditch

Magnum ice cream commissions a series by renowned artist Brendan Monroe

Premium pleasure and fine art is at the heart of Magnum’s voice. This year the brand continued its custom of collaborating with exemplary artists to create a series of hand crafted works of art, this time by Brendan Monroe. The illustrations inspire moments of pleasure where the iconic shape of the ice cream is seamlessly blended into the alluring black and white images.

Brendan Monroe is an American artist based in Santa Barbara, California. His work is characterized by creating a tension between reality and surrealism that translates into images of a familiar but unseen world. His work has been exhibited across the world and has been featured in The New York Times, The New Yorker, and New American Paintings. 

“The opportunity for building a pleasure icon like Magnum through art is an immense way to elevate the brand. It breaks the category codes and puts the brand in an enviable place where art, culture and pleasure meet”, Tomás Ostiglia, Executive Creative Director of LOLA MullenLowe Madrid.


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