Turning Magnum’s iconic shape into a symbol of pleasure.

Magnum ice cream has an iconic shape, and although other brands have tried to copy it, everyone associates the shape with Magnum. We wanted to leverage this iconic shape and make it iconic and synonymous with pleasure.
We commissioned Thomas D´Anthony to create a series of illustrations that show different moments of pleasure

where the iconic shape of the ice cream is beautifully and masterfully integrated. The illustrations decorated the center of London for a month, including a hand-painted mural in Shoreditch. Magnum pleasure seekers could also enjoy these works of art at every Magnum Pleasure Store in the summer of 2018.

“A way to continue building in the territory of pleasure, speaking in a simple, mature way”