Client: Magnum
To make Magnum a culturally iconic, global symbol of pleasure, we broke the archaic red carpet fashion conventions of the Cannes Film Festival with Charli XCX. We turned Cannes’ most famous street, La Croisette, into a throwback runway. Charli’s look? A complete reimagining of an iconic 1994 Magnum-eating runway moment. The campaign tapped into rebellion, nostalgia and culture, creating a viral moment for the next generation and transforming Magnum’s Cannes Film Festival activation through a disruptive global content engine that delivered the most socially viral Cannes campaign in Magnum’s history and highest brand pull-through ever.
