Fashion icon, businesswoman and modern-day muse, Iris Apfel, celebrates the importance of being ‘True To Pleasure’ as 2019’s face of Magnum in the #NeverStopPlaying campaign. The campaign encourages people to let go and indulge in the things that bring them true pleasure, without fear of judgement. As someone who is never afraid to break the rules and proudly embodies this attitude, Iris was cast by Golin UK and secured by ITB as the perfect collaborator to spread Magnum’s message. Iris personifies all that it means to be playful and true to pleasure as someone who lives life “like no-one is watching” and infuses every moment with her fearlessness, sharp wit and signature style.
The campaign, created and produced by Golin and Mullen Lowe and shot by renowned fashion photographers Mert Alas and Marcus Piggott, captures Iris’ colourful, glamorous and bold personality in a series of images displayed across social, PR and digital. Iris also appears in a film directed by Martin Werner that tells the story of her pursuit of pleasure throughout her fascinating life.
Iris commented on the campaign stating, “I was excited to collaborate with Magnum to bring this attitude to life and inspire others to do the same. I hope when people see it, they feel empowered to be a little more light-hearted and playful, I know I will continue to do so!”
As part of the launch, Magnum was joined by Rita Ora, Kiddy Smile, Aya Nakamura and other special guests during the Cannes Film Festival on May 16th. Rita Ora performed for guests and afterwards paid a visit to Magnum’s Dipping bar to create her very own bespoke Magnum ice cream.
Read more about the campaign here.