Two young women walk down a busy street at night, surrounded by photographers and security; one holds an ice cream bar.

A NEW IT GIRL ERA

FANLORE

Magnum is iconic. Their Cannes Film Festival home is iconic. We needed to show Gen Z exactly why, by landing in the fandoms, fashion moments and internet culture that drive their conversation.​

FANFUEL

We gave fans a reference to decode. Charli XCX recreated Kate Moss’ iconic 1994 Magnum-eating runway moment on La Croisette, a fashion culture nod built to be spotted, shared and obsessed over online. The moment lit up fan communities across music, fashion and pop culture, then extended into a three-day, creator-first beach experience for 200+ media and influencers.​

FAN & BRANDIMPACT

Fans turned one moment into a global cultural event. From fan accounts and fashion communities to mainstream media, the campaign became Magnum’s most viral activation ever: a record 630K earned social engagements, the brand’s highest message pull-through to date and Magnum at the centre of Gen Z conversation.​

Two women browsing Magnum Bakery menus at the Magnum activation in Cannes, featuring chocolate croissants and the brand’s signature bakery display.
Two young women stroll down a sidewalk at night, one in a white top and satin pants, the other eating an ice cream bar.
Smiling young woman with hoop earrings and arm tattoos beside a friend holding a chocolate ice cream bar.
MastercardFROM FAN TO FEATURED
Flowers
LEGO®ALL LOVE BLOOMS HERE
Woman seen from behind at a studio mixing console, wearing a brown velour hoodie embroidered with “Just One.”
CornettoREMIXING FAN NOSTALGIA