Building Brand Values Through an Authentic Campaign Face + Talent
ITB was approached by Golin to secure talent that personifies all that it means to be playful and true to pleasure for Magnum’s 2019 #NeverStopPlaying campaign.
Identifying and Securing Talent Who Embody the Attitude of Being ‘True to Pleasure’
ITB identified and secured fashion icon, businesswoman and modern-day muse, 97-year-old Iris Apfel as the perfect collaborator to spread Magnum’s “True to Pleasure” message encouraging people to let go and indulge the things without fear of judgement. Iris personifies all that it means to be playful and true to pleasure and someone who lives life “like no-one is watching” infusing every moment with her fearlessness, sharp wit and signature style.
As part of the launch, ITB secured Rita Ora to perform an acoustic set and guests to attend the exclusive Magnum Beach event on La Croisette during the Cannes Film Festival including DJ and creative disruptor Virgil Abloh, Kiddy Smile and a surprise performance from Aya Nakamura.
Global Reach and Positive Sentiment
The campaign received a lot of positive sentiment for breaking convention and ageism. The campaign had a more relatable appeal using Influencer in comparison to their previous campaigns that leveraged big celebrities from Cara Delevingne and Suki Waterhouse.