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.
