Unilever / ‘The Will’

The advertisement, which is directed by Martin Werner, features Iris speaking about her life and how she has always sought her own kind of pleasure while remaining authentically herself. The will she writes is not an admission of slowing down, however. To her critics she bequeaths her sense of humour, to painters her vibrant colours, and to young people her inner strength and zest for life. It is an incredibly positive image of aging and self-determination.

Just as past Magnum ambassadors have done, Iris herself appeared at Cannes to design her own Magnum. Tomás Ostiglia, executive creative director at LOLA MullenLowe, stated “we found it very powerful that a 97-year-old person speaks so eloquently to younger generations, essentially telling them that everything she will leave behind isn’t material but spiritual. And she says it with the authority and honesty of someone who has lived a very interesting and authentic life”

RESULTS / According to LOLA MullenLowe, ‘The Will’ generated Magnum’s highest ever PR reach at a talent launch at 350% and 30% Lower CPM compared to the previous year. The campaign created 44.3 million impressions, a 53% increase on the previous year. In a customer survey, 12% more people agreed with the phrase “Magnum is a brand that encourages people to feel freer to be true to yourself” and 16% more felt that “Magnum is a brand you’d talk about”.