Ice cream advertising usually goes one of two ways: seduction with ice cream as a prop, or brightly coloured family-friendly excitement. Both routes now feel pretty hackneyed, so this new campaign for Magnum, currently appearing on various sites across London, is by contrast a breath of fresh air.
Created by LOLA MullenLowe in Madrid with artworks by illustrator Thomas Danthony, the billboards and mural are grown-up and stylish but without going down the sexy ice-cream route. And I love the subtle use of the distinctive Magnum shape throughout – elegant and eye-catching work.
Agency: LOLA Mullen Lowe, Madrid
Illustrator: Thomas Danthony
Illustration Agency: Handsome Frank