Magnum needed to make its brand presence known at the 2016 Cannes Film Festival – without a sponsorship, film or red carpet presence.

Golin was tasked to make the Magnum Dare to go Double attitude resonate with people. Encouraging them to say no to the naysayers, embrace their wild side, and ignore the doubts.

The challenge with an attitude is that it’s internal and invisible – relatively intangible. Turning an attitude into engaging, relevant assets, visually arresting content and compelling conversation topics that would resonate globally was no small feat. Magnum needed a proxy, someone who could talk credibly, interestingly and passionately about the benefits of being daring.

Known for her independent, rebellious and bold personality, the team collaborated with supermodel Kendall Jenner, and the wildest photography duo in fashion, Mert Alas and Marucs Piggott, to articulate an attitude in a photo.

The ‘Magnum Release the Beast Exhibition’ was unveiled to the fashion, celebrity and film worlds with a press conference, film screening, interviews and party at the Magnum space at the Cannes Film Festival before an audience of media and VIPs.

Media effectiveness was impressive with 4.9 billion impressions worldwide, and a 77% message penetration. For the second year running, Magnum was the most talked about non-partner brand at Cannes – making 2016 the most successful year in their company’s history.