Many FMCG brands have a pop-art flipside and it is not uneasy for them to liaise happily and consistenly with fashion and lifestyle partners.
But what Jeremy Scott is doing during his tenure as creative director at Moschino has something of a magic touch, a balancing act between superlative creative content, and daring communication.
This Magnum Double collaboration brings the usual bold communication of Magnum ice cream in the hip and culturally-chic Cannes during the Film Festival. A sponsorship as the “perfect place to celebrate the indulgent new Magnum Double flavours and the MAGNUM x MOSCHINO collaboration featuring fashion icons Cara Delevingne and Moschino’s Jeremy Scott”, both endorsers and actors in a special video featuring new Moschino characters expressely created by Uli Meyer, known for his work on “Who Framed Roger Rabbit” and “Space Jam.”
The same characters features the Magnum x Moschino bag capsule collection, available at Moschino website at an appropriate retail price of 225 Euro.
As well as launching the bag capsule, MAGNUM x MOSCHINO press conference saw Jeremy Scott reveal his inspiration behind the vision for the collaboration and invited Cara Delevingne to share how she dares to go double and unleash her wild side.
A story so arty, so creative and so credibile. So much so that you forget the heavy endorsement act of an ice-cream on a 250€ bag.
Click here to see the video, and here to see the collection