LOLA in El Mundo

Spain´s leading daily newspaper, El Mundo, talked with our Head of Planning and Strategy, Gem Romero about our latest work for Magnum ice cream that has been making waves both in and outside of industry this year.

The campaign tells the story of three inspirational drag queens that embrace the opportunity to indulge their personal pleasure, being true to what matters to them.

The communication is meant to inspire and encourage all people to be true to their own version of pleasure. This is a daring move for the brand, but it is relevant and meaningful in today´s society. This creative strategy has been building for the past five years when the brand took a strategic shift away from hidden, private pleasures to more out in the open, self-expressive ways of enjoyment.

Read the complete article here (only available in Spanish)