Campaign Spotlight

MullenLowe PH, Patrick Cabral and The Art of Magnum Pleasure

MANILA – How do you make a pleasure store more pleasurable?

As the third Magnum Pleasure Store opens at SM Seaside City in Cebu, Magnum Philippines wanted to do something different to celebrate this milestone.

In partnership with MullenLowe Philippines, Magnum asked artist Patrick Cabral to create an artwork inspired by ingredients used in ‘Make Your Own Magnum’. The result was a painstakingly crafted typography made from layers and layers of cut out paper.


“It’s a first of its kind artwork that pushes the boundaries of paper cutting. The project took 80 hours to cut papers, three days to paint the layers and one day to add buffer between the layers so the depth will be more pronounced. Each paper color is precisely matched to a specific topping found at the Magnum Pleasure Store and represents the myriad of customized pleasures found in Magnum Cebu,” shared Cabral.

Magnum : Pleasure Made by Patrick Cabral from Patrick Cabral on Vimeo.

‘Magnum: Pleasure Made’ was born out of a straightforward brief: “The brief really was pretty simple–Magnum asked for our help on how to make their SM Cebu branch opening a little more special,” said Abi Aquino, Executive Creative Director, MullenLowe Philippines.

The Magnum Pleasure Store first opened in the Philippines in 2014 at SM Aura Premiere Skypark.

MullenLowe Philippines
President & Chief Creative Officer: Leigh Reyes
Executive Creative Director: Abi Aquino
Creative Director: Roman Olivarez
Account Manager: Hanna Ando
Art Director: Iya Parungao
Copywriter: Min Roldan
Account Director: Mel Jimenez
Audio House: Hit Productions
Sound Engineer: Arnold Buena
Food Styling: Resultado

Selecta Philippines
Brand Manager: Andrea Huang
Senior Brand Manager: Diane Tan
Marketing Director: Bindoy Baltazar
Assistant Brand Manager: Drew Tan

Partner with adobo Magazine

Related Articles

Back to top button