Magnum
Seven Sins

Agency

McCann

Client

Algida Magnum

When

2003

A Tasty Exploration

Desires and Indulgence

The advertising campaign created by Filmmaster for Magnum represents a bold and intriguing exploration of the seven deadly sins through a series of seven limited edition ice creams. Each ice cream embodies a specific sin, with flavors and ingredients carefully selected to reflect the theme.
The "7 Sins of Magnum" series has introduced a range of unique flavors, each with a distinct sinful personality. From the craving of greed to the indulgence of gluttony, Magnum ice creams invite consumers to explore their sinful sides through the indulgent pleasure of ice cream.

Seven Sins in Seven Spots

The advertising campaign focused on seven spots, each dedicated to a specific sin. The captivating and seductive images depict seven women indulging in various Magnum ice creams with a sense of transgression, while a narrating voice accompanies the scenes, connecting each image to the corresponding sin.

When Sin Takes a Backseat

The use of sins is aimed at characterizing the ice creams, turning them into true protagonists, adding an intriguing and distinctive element to the campaign. The seductive tone and captivating images contribute to solidify the role of Magnum in the audience's mind.
The unique approach and persuasive message help generate interest in the limited edition Magnum, suggesting that certain sins, even if repeated frequently, can be forgiven when it comes to indulging in the irresistible pleasures of a Magnum ice cream.