Challenge

Make Magnum a culturally iconic symbol of pleasure.

Work

Charli xcx reimagined Kate Moss’ 1994 Magnum-eating runway moment on La Croisette, tapping into nostalgia, style and pleasure to create a viral moment for the next generation. Followed by a three-day  creator-first, beachfront experience for 200+ media and influencers. 

Impact

We transformed Magnum’s Cannes Film Festival presence into a disruptive global content engine, delivering the most socially viral Cannes campaign in Magnum’s history and highest brand message pull-through ever, with 1.2BN reach dominating headlines, social and beyond. 

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