A brand repositioning led by drag queens.

Magnum wanted to talk about pleasure; this time, we wanted the audience to talk about it. We connected with one of the boldest communities out there:  “Drag Queens”. Who said that femininity is only exclusive to women?.
We launched a content campaign: True To Your Pleasure Short Film Contest at the Cannes Film Festival.

Judged and mentored by Canadian director Xavier Dolan & I-D magazine.  They received more than 50 hours of content becoming the most successful campaign in  Magnum’s history. It helped others understand that there’s no bigger pleasure than being True to Yourself.

“We now live in a society where a company protecting an annual revenue of €48bn is happy to flag the transexual flag”


· 21M views of original content 
· 136M impressions 

· 1.3M views in the first weekend