Magnum and LOLA MullenLowe reimagines history in latest campaign

Magnum and LOLA MullenLowe commissions renowned artist, Roberto Ferri, to realise one of the world’s greatest love stories and give them the pleasure they never had One of the most legendary love stories never happened. Ice cream brand Magnum has reimagined history by commissioning an original artwork inspired by Dante […]

Magnum and LOLA MullenLowe commissions renowned artist, Roberto Ferri, to realise one of the world’s greatest love stories and give them the pleasure they never had

One of the most legendary love stories never happened. Ice cream brand Magnum has reimagined history by commissioning an original artwork inspired by Dante Alighieri and his muse Beatrice.

For International Kissing Day, 6 July, and the 700th anniversary of Dante’s death, Magnum asked the renowned Italian artist Roberto Ferri—dubbed the modern Caravaggio and portrait painter of Pope Francis—to realise the love story between the poet and Beatrice.

Beatrice was the subject of Dante’s text Vita Nuova and a character in his masterpiece The Divine Comedy. Scholars believe she is based on a real woman whom Dante loved, despite them both marrying different people and having met only a few times.

Ferri’s painting for Magnum depicts the kiss that Dante and Beatrice never had. The brand unveiled the artwork on 5 July at the Dante Alighieri Society headquarters in Palazzo Firenze in Rome.

“The Kiss of Dante and Beatrice” will be exhibited at Palazzo Firenze until 11 July and can be seen digitally as well.

Magnum has also released an evocative film about Dante’s passion for Beatrice and the inspiration behind the painting.

LOLA MullenLowe created the campaign for Magnum Italy to express the brand’s devotion to pleasure and art.

The article Magnum and LOLA MullenLowe reimagines history in latest campaign appeared first on World Branding Forum.

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