700 years ago Dante fell in love with his muse Beatrice and some of his most famous works were inspired by her. But despite his dedication, their love never happened. Meanwhile, Dante’s work became the most well-known expression of Italian literary art.
That is intolerable for Magnum, the brand that is all about pleasure and art, so for International Kissing Day (and Dante’s anniversary), Magnum and LOLA MullenLowe have given them the kiss they never had. Magnum and MullenLowe have brought the impossible lovers together in an original artwork by Roberto Ferri. The Kiss of Dante and Beatrice was unveiled on July 6 at Palazzo Firenze in Rome, the Dante Alighieri Society headquarters.
“The artwork explores the theme of immortal love where Beatrice’s purity and Dante’s passion merge. The lovers are lost in an embrace with their arms expressing the symbol of infinity: a metaphor for absolute love that transcends the boundaries of time and space. In Ferri’s Kiss the powerful drama of Caravaggio’s chiaroscuro meets the aesthetic plasticity of Antonio Canova’s Psyche Revived by Cupid’s Kiss and the heart-breaking narration of Hayez’s famous Bacio,” LOLA MullenLowe explained.
“When I was asked to make The Kiss I knew that I was facing a challenge with immense responsibility, even towards my own artistic identity. I focused on the emotions of Dante and Beatrice and the work gradually took shape, materializing in a triumph of sensuality,” added Roberto Ferri.
Roberto Ferri is an Italian painter who is known as the modern Carvaggio and portrait painter of the Pope. His work is inspired by Baroque painters and other old masters. At only 42 his work is represented in important private collections across the world and was featured in the controversial Italian pavilion of the Venice Biennale 2011. He also exhibited at Palazzo Cini, Venice in the Kitsch Biennale 2010.
The work may be visited until July 11 2021 and is also accessible through a digital exhibition.
Credits:
Client: Magnum Italy
Global Brand Vice President, Magnum: Julien Barraux
Global Brand Director, Magnum: Ben Curtis
Brand Director, Magnum Italy: Eleonora Acierno
Brand Manager, Magnum Italy: Giulia Sanna
Creative Agency: LOLA MullenLowe
Executive Creative Director: Tomás Ostiglia
Creative Directors: Kevin Cabuli & Jorge Zacher
Associate Creative Directors & Copywriters: Manu Castillo & Enrique Torguet
Art Director: Yan Graller
Digital Copywriter: Bruna Bonzato
Managing Director: Tom Elliston
Global Account Directors: Flora Bell, Oscar Fernandez-Baca
Account Supervisor: Mar Roig
Head of Production: Felipe Calviño
Producer: Jorge Saade
Production Company: Landia
Director: Maxi Blanco
Executive Producer: Nico Cabuche
Producer: Alberto López
Post Production: Landia
Music Partner: Big Sync
PR Agency: Golin Italy
Digital Agency: Xister
Activation Agency: Apload
Media Agency: Mindshare
