The Challenge
In a category obsessed with novelty, Magnum's territory of true pleasure was being diluted by competitors chasing the same space. The brand needed to prove that authentic pleasure isn't a trend — it's a lifelong commitment.
Magnum
The Will by Iris Appel
At 97, the most valuable thing left to pass down is the courage to remain yourself.
The Crazy Ambition
To make a culture obsessed with youth understand that true pleasure only gets better with age.
The Idea
While every brand raced to find the next young influencer, Magnum went the opposite direction — partnering with 97-year-old icon Iris Apfel. Through her, we showed the next generation that the most valuable thing you can inherit isn't money or fame. It's the courage to always be true to your own pleasure.
