Magnum Ice Cream has launched its latest collaboration with contemporary artists from around the world to create a limited-edition line of stylish beach towels. Measuring up to 3×3 meters (10ft), the bespoke line of beach towels, encourage everyone to practice safe social distancing while coming together to share in moments of pleasure this summer.
The collection combines the practicality of a beach towel, or for urban dwellers a picnic blanket, with new modern and stylish art work created as part of Magnum’s #TrueToPleasure campaign which partners with multi-platinum singer, songwriter and activist, Halsey. The beach towels enable two people to be comfortably seated while still maintaining a safe distance of at least 2 meters, enabling them to keep the pleasure and keep the distance.
This campaign was created by LOLA MullenLowe the global lead creative agency for Magnum Ice Cream.