Title	PROUDLY SEEKING PLEASURE
Brand	UNILEVER
Product/Service	MAGNUM
Category	A01. Direction
Entrant Company	PROPAGANDA PRODUCCIONES Madrid, SPAIN
Advertising Agency	LOLA LOWE & PARTNERS Madrid, SPAIN
Production Company	PROPAGANDA PRODUCCIONES Madrid, SPAIN
Production Company 2	BACON Copenhagen, DENMARK

Name	Company	Position
Martin Werner	Propaganda/Bacon	Director
Pablo Martinez	Propaganda Producciones	Executive Producer
Nicolaj Bruel	Propaganda/Bacon	Dop Lighting Cameraman
Filip Malasek	Robota	Editor
Jesper Gadeberg	Music Stylist	Sound Scout
Adrian Aurelius	Bacon X	Sound Engineer
Daniel De Vue	Bacon X	Colorist
Jonas Drehn/Jan Tvilling	Bacon X	Post Production
Francisco Cassis	Lola Lowe/Partners	Executive Creative Director
Tomás Ostiglia	Lola Lowe/Partners	Creative Director
Juan Sevilla	Lola Lowe/Partners	Creative Director
Mick Van Ettinger	Unilever Magnum	Client Contact
Sophie Galvani	Unilever Magnum	Client Contact
Neil Gledhill	Unilever Magnum	Client Contact
Carlos Solchaga	Lola Lowe/Partners	Account Director
Gustavo Lema	Lola Lowe/Partners	Copywriter
Tom O'brien	Lola Lowe/Partners	Client Service Director
Luis Di Guardi	Lola Lowe/Partners	Agency Producer
Hetu Negri	Lola Lowe/Partners	Art Director
Ausias Perez	Lola Lowe/Partners	Illustrator

The Campaign

A series of elegant and honest portraits show the pride of different people, at the beginning may seem women, but then, they are men dressed as women, real transvestites, enjoying their Magnum Doubles and of who they are, because the pleasure has more than one layer. That's why we are proudly seeking pleasure.

Creative Execution

This campaign is an extraordinary example of a unique corporation between a client we have worked with for along time and our common commitment to push the image of Magnum and underline. Their ambition to reach the audience both with a premium visual style mixed with meaningful storytelling. As director it was crucial for me to find the perfect cast, real trans genders, the right location, a premium look and a great sound design (music). Shooting in Los Angeles gave us access to the right crew and cast (as a great mix of trans genders lives there), and the fact that Unilever was ready to invest extra money towards music gave the film the emotional edge and sympathetic feel we wanted to reach. Magnum have always targeted their communication towards women (showing women). This time we kept it simple to tell a great story amongst a minority group we believed could add an unexpected light to Magnums image and payoff”.