Magnum uses stunning illustrations by artist Thomas Danthony in a stylish outdoor campaign that uses silhouettes of its product in striking and playful ways.
A series of posters, created by the Unilever ice-cream brand's global agency Lola MullenLowe, is running in London, and will be installed in other Magnum markets including Paris, Rome, Madrid and Barcelona this summer.
Danthony is a French artist based in London and Barcelona who has designed for brands including Google, The New York Times, Penguin, English National Opera and The New Yorker. He's an inspired choice for this kind of campaign; his designs are elegant, classic--and presumably, super Instagrammable.
TomÃ¡s Ostiglia, global creative director for Magnum, says in a statement: "When marketers recognize talented artists, brands benefit and the industry is elevated. That was our motivation behind this outdoor campaign for Magnum. A way to continue building in the territory of pleasure, speaking in a simple, mature way. The pieces are elegant and on par with a leading brand such as Magnum which continually expresses itself far from the stereotypes of the category."