The Campaign

We then collaborated with Manila-based graphic designer Patrick Cabral, to create a one-of-a-kind art piece that would bring to life the multitude of pleasures found at the Magnum Pop-Up Store. Inspired by the thousands of possible combinations, Patrick created a three-dimensional typographic and topographic rendition of the word "pleasure," with several layers of thick paper painstakingly cut and placed on top of each other. Each layer was colored to precisely match a specific ingredient found at the Magnum Pleasure Store. Leading the digital elements of the launch is a unique, behind-the-scenes video showing the tools and methods Cabral used during the 80 hours it took to create his artwork for Magnum.

Creative Execution

We created a 3D layered rendition of the word "Pleasure" inspired by how customers would customize their Magnum bars. The artwork pushes the boundaries of paper cutting that took 80 hours to cut the 30x40 inches Bainbridge Cold Press Illustrations board and 1 day to add buffers between layers. With each paper color is precisely matched to a specific topping found at the Magnum Pleasure Store.

Indication of how successful the outcome was in the market

Total Video Views: 362,691 Blog Features as of January 2017. - Adobo Magazine: http://adobomagazine.com/campaign-spotlight/mullenlowe-ph-patrick-cabral-and-art-magnum-pleasure - Fubiz: https://www.facebook.com/Fubiz/videos/10154268379277746/?pnref=story - Branding in Asia: https://www.facebook.com/brandinginasia/posts/544343932441881 - Mumbrella Asia: http://www.mumbrella.asia/2016/12/mullenlowe-philippines-joins-forces-designer-patrick-cabral-pleasure-store-art/ - Campaign Brief Asia: http://www.campaignbriefasia.com/2016/12/mullenlowe-philippines-tasks-p.html - Infloria: http://infloria.com/singapore/mullenlowe-philippines-joins-forces-with-designer-patrick-cabral-for-pleasure-store-art/ - Best Ads On TV: http://www.bestadsontv.com/news/index.php?reg=23 SPOT PH: http://www.spot.ph/eatdrink/the-latest-eat-drink/look-the-first-belgian-chocolate-ice-cream-inspired-artwork-can-be-found-in-cebu-adv-con

Instead of just focusing on what has been communicated before, which is the indulgence through customization, we zeroed in on the multitude of flavor combinations: that given the number of toppings, drizzles and coatings, there were over 40,000 possible combinations to be experienced at the Pleasure Store.