Lola MullenLowe: Sexy, striking, sensual. Pleasure by Magnum

Magnum has always been about pleasure. Premium pleasure. Its style has always included artistic elegance. Throughout its history the brand has collaborated with artists to keep its heritage alive and thriving.

This year’s campaign by Lola MullenLowe, the global lead creative agency for Magnum, is particularly striking. At the spearhead of the campaign – a poster series of black & white images by Brendan Monroe – is a giant wall mural in London’s Shoreditch. It is the first of a series of artworks that will run in different cities around the world across the northern hemisphere summer. In each illustration – mural or poster – the shape of the ice cream is blended into its black and white image to evoke moments of pleasure.

“The opportunity for building a pleasure icon like Magnum through art is an immense way to elevate the brand. It breaks the category codes and puts the brand in an enviable place where art, culture and pleasure meet,” stated Tomás Ostiglia, executive creative director of LOLA MullenLowe Madrid.

Brendan Monroe is an American artist based in Santa Barbara, California, whose work is characterised by creating a tension between reality and surrealism. It has has been exhibited across the world and has been featured in The New York Times, The New Yorker, and New American Paintings.