Magnum Cannes Beach

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"The Magnum Cannes beach has become a well-known space at the Cannes Festival."

Client Magnum Unilever
Date 2013-2016
Location Cannes
Unilever<br>Magnum Cannes Beach
Unilever<br>Magnum Cannes Beach

Since 2013 Magnum, the premium ice-cream brand for adults from the Unilever group is a major player at the Cannes Film Festival. This yearly international event also marks the start of its summer campaign.

The Magnum Cannes beach has become a well-known space at the Festival. Here Magnum showcases various experiential brand and product animations, complemented with an exclusive music show. It also the venue for many film launches.

Unilever<br>Magnum Cannes Beach

For its 25th anniversary in 2014, the brand welcomed Kylie Minogue to Magnum beach with the launch of Magnum Silver, a limited edition ice-cream created especially for the occasion. Magnum distinguished itself in 2015 when it launched the new line “Pink & Black” with model Miranda Kerr, and the digital campaign “Be True To Your Pleasure”. In 2016 Kendall Jenner launched the campaign “Release the Beast”.

At the occasion of the 70th Cannes Film Festival, and for the fifth edition of Magnum Beach, Unilever invited to a unique experience on the Croisette, in a design and premium scenography welcoming parties, cocktails receptions for official selection movies and press conferences. This year Magnum launched its new product with a new bold and daring ‘Release the Beast’ campaign. With Cara Delevingne as the brand ambassador and Jeremy Scott, artistic director of Moschino who designed for the occasion Magnum x Moschino bags, they joined forces to reinforce the ‘Dare to go Double‘ attitude.

Unilever<br>Magnum Cannes Beach
Unilever<br>Magnum Cannes Beach
A key location during the Film Festival

  • 300 M Social media shares in one day (2013)
  • 1 500 Magnums given away in one day (2013)
  • 1.7 B Global social media shares (2014)
  • #1 Trending on Twitter accross multiple markets (2014)
  • +10.4 % Increase Europe sales in May (2014)
  • 2.8 M Views in one month (2015)
  • 23,5 M Impressions for #MagnumCannes (2015)