Supermodel Bella Hadid and world renowned designer Alexander Wang, along with the designer’s eponymous brand, join forces today with Magnum for its latest campaign, ‘Take Pleasure Seriously’.
To launch the most indulgent Magnum campaign yet, Golin has developed a short film, a big global activation at the Cannes Film Festival and a multi-channel product launch.
The film stars Bella Hadid and Alexander Wang embodying the ‘Take Pleasure Seriously’ attitude through their personal pleasure, and captivates the pure indulgence of Magnum making viewers feel empowered to go for it and indulge.
To create the film, Magnum worked closely with Alexander Wang who wanted to challenge the stereotypically serious fashion film. Set at a seemingly conventional photo shoot, we see Bella Hadid and Alexander Wang working on a project together and creating beautiful imagery. Once the thick cracking chocolate of the decadent Magnum is bitten, the serious atmosphere is flipped and our stars show they’re not afraid to take pleasure seriously by unleashing their playful sides and truly indulging.
As Bella herself said, “I appreciate the pleasures in life and am not afraid to indulge in between the chaotic pace of modelling. Starring in this short film with my friend Alexander Wang felt like a totally indulgent experience.”
Once again, Magnum will be back at the Cannes International Film Festival this year to celebrate the ‘Take Pleasure Seriously’. On the May 10th Magnum, Bella Hadid and Alexander Wang will collaborate yet again for an exciting reveal and to host the hottest party on the Croisette, giving guests an evening of pure indulgence and some serious pleasure.
Orla Moran, Executive Director at Golin said; “This is now the 10th year we have worked with Magnum to create a truly talkable and engaging campaign which kicks the summer ice cream season off in style. Each year, our collaborations and content add to Magnum’s prominence and credibility in the world of fashion; a strategic pillar for the brand. We’re looking forward to celebrating over a Magnum in glamorous Cannes next week.”