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.