Unilever ice cream brand Magnum is back with another stylish outdoor campaign via agency Lola MullenLowe, this time commissioning surrealist artist Brendan Monroe for a series of artworks that insert the shape of its ice-creams into striking posters and murals.
Following its 2018 campaign, where the brand ran artworks featuring the work of Thomas Danthony, the new works cleverly incorporate the iconic Magnum silhouette into black and white summer-themed images of hats, stockings, ocean waves and more. Monroe, an American artist based in Santa Barbara, California, has had his work featured in The New York Times, The New Yorker and New American Paintings.
The campaign kicks off with a mural painted on a wall in Shoreditch, London and will be followed by a series of artworks from the artist that will run in different markets, including the U.S., throughout the summer. Mindshare is responsible for media.
"The opportunity for building a pleasure icon like Magnum through art is an immense way to elevate the brand," says Tomás Ostiglia, executive creative director at Lola MullenLowe. "It breaks the category codes and puts the brand in an enviable place where art, culture and pleasure meet."