Xenia accompanies new Magnum creations

The predator theme runs through the entire campaign, from the animal-print packaging to the cinematic TV spot. In the latter, Magnum shows strong, sensual women, each with a symbolic animal companion. The message: let your inner predator out and follow your instincts. Don't always do what everyone expects of you, but take what you deserve and enjoy life to the maximum. Whether in everyday life, flirting or enjoying Magnum Double.

The TV campaign launches in Switzerland on May 2. The 30-second film is already running in selected cinemas and can be seen until the end of the year. Lola Madrid is responsible for the creation. The production company was Propaganda. The film was shot in Los Angeles and directed by Martin Werner. The song "High Ball Stepper" was composed and arranged by Jack White. The attention-grabbing OOH campaign starts in May in Germany, Austria and Switzerland. It will be accompanied by PR and social media activities. For example, Magnum is calling on consumers via Facebook to test which predator is inside them. The digital agency is Spinnwerk. The PR agency PRfact is responsible for PR in Switzerland.

The campaign is supported worldwide by a number of internationally renowned testimonials, who are intended to show that life holds maximum pleasure if you follow your instincts. This is also the case with fashion influencer Xenia Tchoumi, who combines self-confidence and sensuality. The Swiss woman with Russian roots has gone her own way, following her instincts and creating an international fame for herself. With 750'000 followers on Instagram and almost four and a half million fans on Facebook, she plays in the upper league of social media. She owes her success to her will and energy, which allows her to go her own way without being influenced or affected by others. In keeping with the campaign, Xenia was sensually staged by photographer Muffadal Abbas. The photographs embody Xenia's "Release the Beast" moments.

Magnum will be present in Cannes again this year, when the international film industry meets at the Croisette. Xenia will walk the red carpet in Cannes representing Switzerland at the celebrations around Magnum Double and celebrate under the motto "Release the Beast" and with the other invited guests and media.