“True to pleasure” is Magnum’s new global positioning, and art is one of the most purest manifestation of pleasure. This is why we parnered with renowned American artist, Brendan Monroe, to create a graphic campaign for the summer that showed moments of pleasure created using the iconic shape of the ice cream.

The artwork was showcased in murals, outdoor, promotional material and other elements present in Magnum’s top markets like UK, Paris and Rome.