UNITED KINGDOM– Magnum ice cream announced its latest collaboration with contemporary artists from around the world to create a limited-edition line of stylish beach towels. Measuring up to 3×3 meters (10ft), the bespoke line of beach towels, encourage everyone to practice safe social distancing while coming together to share in moments of pleasure this summer.
The collection combines the practicality of a beach towel, or for urban dwellers a picnic blanket, with new modern and stylish art work created as part of Magnum’s #TrueToPleasure campaign which partners with multi-platinum singer, songwriter and activist, Halsey. The beach towels enable two people to be comfortably seated while still maintaining a safe distance of at least 2 meters, enabling them to keep the pleasure and keep the distance.
Magnum has a long heritage of working with creative disruptors and has partnered with both established and up and coming talent, championing trailblazers across fashion, art and culture. The unique designs created by artists Karan Singh, David Vanadia, and Quentin Monge draw inspiration from the iconic silhouette of the Magnum ice cream and remind us to take pleasure in coming together this summer, in a safe and socially distanced way.
The Artists
Karan Singh is an Australian artist and illustrator. His bold and colourful work is a playful reimagination of op-art minimalism particularly focusing on depth and dimension through pattern and repetition.
David Vanadia is an artist and illustrator born and based in Marseille, France. Through a minimalist style and the use of mediums such as engraving, cut paper or digital, he offers a singular work with a strong graphic identity and illustrations that like to make sense.
Quentin Monge grew up on a beach in south of France, where he started out drawing simple silhouettes in the sand. Today he lives and works in St Tropez, where those summer vibes of his childhood by the sea continue to influence his colourful work through his minimalist characters and beautifully composed patterns.
This campaign was created by LOLA MullenLowe, the global lead creative agency for Magnum Ice cream. The towels will be available for purchase online coming soon through Magnum’s website.
CREDITS:
Creative Agency: LOLA MullenLowe
Client: Magnum (Unilever)
Global Vice President, Unilever: Julien Barraux
Global Brand Director, Magnum: Ben Curtis
Global Brand Manager: Tugce Aksoy
Global Assistant Brand Manager: Rosie Festus
Executive Creative Director: Tomás Ostiglia
Creative Director: Kevin Cabuli, Jorge Zacher
Brand Creative Lead: María García Campos
Creative team: Manuel Castillo, Enrique Torguet
Global Business Director: Tom Elliston
Account Supervisor: Flora Bell
Head of Planning: Lucas Rodriguez
Head of Production: Felipe Calviño
Producer: Diego Baltazar, Jorge Saade
Artists: Karan Singh, David Vanadia, Quentin Monge
