This Magnum campaign unites iconic photographers and indulgent branding to reframe pleasure as creative narrative— Clapboard's Global Ad Archive.

Confectionery / Snacks

Magnum by Magnum: Photographer Interviews - Magnum | Clapboard Ad Archive

Other Confectionery / Snacks Campaigns

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67

Magnum by Magnum: Photographer Interviews - Magnum | Clapboard Ad Archive

Magnum by Magnum: Photographer Interviews positions the storied ice cream brand at an elegant crossroads of indulgence and creative authenticity, with MullenLowe Group crafting a sophisticated film campaign for the Spanish market in 2018 that elevates confectionery far beyond its product roots. In a move defined by strategic creative alignment, Magnum partners with the legendary Magnum Photos cooperative, recruiting eminent image-makers Martin Parr, Chris Steele-Perkins, and Ian Berry to explore the elusive concept of pleasure through the dual prisms of documentary photography and sensory delight. This is a campaign operating squarely within what Clapboard’s taxonomy classifies as FORMAT#8—Ongoing Characters or Celebrities, shrewdly leveraging the cultural stature and recognisable voices of acclaimed photographers rather than following a traditional narrative or problem-solution arc. By allowing these photographers to articulate their journeys and relationship to pleasure, the campaign reframes Magnum’s core value—true pleasure—within the visual language and unvarnished truth-seeking ethos that have made Magnum Photos synonymous with authenticity. The result is a single, impactful media asset that blurs the lines between editorial and branded content, using nuanced interview footage and dynamic imagery to merge Magnum’s sensory indulgence with high artistic credibility. The interplay between the product's hedonistic associations and the creative credibility of its documentary partners situates Magnum as both a lifestyle statement and a curator of contemporary culture, allowing the viewer to experience pleasure as both an everyday luxury and an expression of deeper meaning. MullenLowe Group’s execution demonstrates acute sensitivity to audience sophistication, foregrounding artistry and genuine storytelling rather than overt product messaging, a choice that enables the brand to access new cultural territory and emotional resonance within the confectionery and snacks market category. This careful calibration of brand values and creative talent brings fresh dimensionality to Magnum’s platform, ensuring the campaign operates as much as a statement on modern living as it does a nod to traditional brand aspirations. For a campaign that relies on the established reputations of creative personalities, the choice to let these voices define the concept itself signals a notable shift toward long-term brand equity building over transactional messaging. Clapboard rates this 67/100. In demonstrating the power of cross-disciplinary collaboration to enrich a brand narrative, this campaign signals how confectionery marketing can credibly claim a place within contemporary culture when it is willing to become a platform for genuine creative discourse.

Credits

Client

Magnum

Agency

MullenLowe Group, LOLA MullenLowe, Spain

Creative Director

Pancho Cassis, Tomás Ostiglia

Art Director

Saulo Rocha, Diego Limberti

Copywriters

Tomás Ostiglia, André Toledo

Category Mind Map

48%

The "Magnum by Magnum: Photographer Interviews" campaign leverages a unique collaboration between Magnum Ice Cream and Magnum Photos to articulate a shared commitment to authentic pleasure. The brand proposition centers on positioning Magnum as a purveyor of genuine, sophisticated enjoyment, aligning the sensory experience of indulgent ice cream with the artistic exploration of pleasure through documentary photography. By associating with renowned photographers Martin Parr, Chris Steele-Perkins, and Ian Berry, the campaign elevates Magnum from a simple confectionery product to a cultural symbol that embodies the nuanced, multifaceted nature of pleasure. The market strategy relies on the insightful pairing of two distinct but complementary Magnum entities to engage a discerning audience that values authenticity and depth. The creative angle taps into the narrative documentary style of Magnum Photos to frame pleasure as a meaningful and contemporary experience, rather than a superficial or fleeting sensation. This connection aims to resonate with consumers who seek sophisticated and reflective brand experiences, effectively differentiating Magnum in the crowded confectionery and snacks market. Targeted primarily at Spanish consumers with an appreciation for art and culture, the campaign’s film format and intellectual tone suggest a focus beyond conventional advertising, seeking to engage viewers through storytelling and thoughtful reflection. The campaign’s modest digital footprint, as evidenced by its limited views and engagement on YouTube, indicates a niche approach that prioritizes quality and brand alignment over mass reach.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers around well-known Magnum Photos photographers—Martin Parr, Chris Steele-Perkins, and Ian Berry—interviewed about their photographic journeys and the concept of pleasure. The product (Magnum Ice Cream) is linked to the creative prestige of these celebrity photographers, leveraging their authentic voices and reputations rather than following a direct narrative arc or problem-solution structure. The campaign's focal strategy is associating the Magnum brand with the cultural cachet and worldview of established personalities, perfectly fitting the ONGOING CHARACTERS OR CELEBRITIES format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Nestlé – Market Positioning Nestlé leverages its global presence and diverse product portfolio to offer a wide range of confectionery and snack options. It focuses on trusted quality, innovation in flavors, and health-conscious alternatives, positioning itself as a brand that balances indulgence with responsible consumption. 2. Mars – Market Positioning Mars is positioned as a leader in indulgent, crave-worthy confectionery and snacks, emphasizing fun, pleasure, and emotional connection. Their strategic angle includes strong brand recognition, extensive distribution, and continual product innovation, often aligning with themes of sharing and joy. 3. Ferrero – Market Positioning Ferrero differentiates itself through premium, high-quality ingredients and craftsmanship, often associated with luxury and indulgence. The brand focuses on heritage and family values alongside sophisticated, elegant packaging to target consumers seeking a more refined treat experience. 4. Mondelez International – Market Positioning Mondelez positions itself as a global snacks powerhouse with a broad portfolio including iconic brands like Cadbury and Oreo. They emphasize fun, creativity, and brand nostalgia while also investing in healthier options and sustainability to attract a wide demographic. 5. Grupo Bimbo (via its snack brands) – Market Positioning Grupo Bimbo emphasizes freshness, convenience, and affordability in the snacks sector, targeting everyday consumption occasions. Their local market expertise in Spain and innovation in healthier snack alternatives help position them as a trusted, accessible brand for balanced snacking.

Q: What is Magnum by Magnum: Photographer Interviews about? A: Magnum by Magnum: Photographer Interviews is a professional film campaign created for Magnum by the MullenLowe Group and released in Spain in 2018. The campaign centers on in-depth interviews with celebrated Magnum Photos photographers Martin Parr, Chris Steele-Perkins, and Ian Berry, who discuss their personal journeys and the concept of pleasure through the medium of documentary photography. By bridging the worlds of premium ice cream and renowned visual storytelling, the campaign positions Magnum as a brand that embodies authentic pleasure, using the credibility and artistry of Magnum Photos to elevate its cultural relevance within the confectionery and snacks market. Q: What creative device does Magnum by Magnum: Photographer Interviews use? A: Magnum by Magnum: Photographer Interviews employs the Ongoing Characters or Celebrities format, classified as FORMAT#8 in Clapboard’s 12-format taxonomy. This creative approach leverages the established reputations and authentic voices of Magnum Photos photographers Martin Parr, Chris Steele-Perkins, and Ian Berry to create brand recall and cultural alignment. Rather than following a traditional narrative or problem-solution structure, the campaign relies on the authority and worldview of these celebrated personalities, associating Magnum Ice Cream with the creative prestige and documentary ethos of Magnum Photos to engage a discerning audience. Q: What is the campaign proposition for Magnum by Magnum: Photographer Interviews? A: The campaign proposition for Magnum by Magnum: Photographer Interviews is to position Magnum as a purveyor of genuine, sophisticated enjoyment by aligning the sensory pleasure of its ice cream with the artistic exploration of pleasure through documentary photography. By collaborating with renowned photographers, the campaign targets consumers who value authenticity, depth, and cultural cachet, differentiating Magnum from competitors in the crowded confectionery and snacks sector. The strategic focus is on framing pleasure as a meaningful, contemporary experience, appealing to an audience in Spain that appreciates art, culture, and thoughtful storytelling beyond conventional advertising. Q: How does Magnum by Magnum: Photographer Interviews rank in Clapboard's archive? A: Magnum by Magnum: Photographer Interviews holds a Clapboard Campaign Score of 67/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Magnum's category? A: In the confectionery and snacks category, Magnum competes with major brands such as Nestlé, which emphasizes trusted quality and a diverse, innovative product range; Mars, known for its focus on indulgence, fun, and emotional connection; Ferrero, which stands out for its premium ingredients and refined, luxury positioning; Mondelez International, leveraging iconic brands and a blend of nostalgia, creativity, and healthier options; and Grupo Bimbo, which targets everyday occasions in Spain with a focus on freshness, convenience, and accessible snacking.