Temptation Art, 10

August 2011

It was in 2007, when Diver & Aguilar first started exploring the realms of high speed photography and special effects with their projects “light Mode Phantasm” & “Explosions”. Magnum has developed a technology, allowing them to include liquid filled chocolates into their Ice Creams. They Developed a new forming process based around continuous extrusions that allows them to shape in three dimensions whilst dosing the inclusions. Photographers Diver & Aguilar,were commissioned by Lola,to explore the possibilities of this concept.Producing “Art” by the creative reformulation of the ingredients. Testing the Big Bang theory,that everything is born out of matter,” we have created worlds within worlds, where anything is possible”. Firstly to imagine the possibilities, then to create the event, the artists worked with various techniques to capture their vision. Working with Detonators, Small explosives, High Speed trigger and Flash Photography at speeds of up to 1/2000 of a second.The calculations can be fed into the computer to predict the exact moment and therefore depth of the explosion or effect they wish to generate. The results,Unique infinite permutations from a world of chaos that paradoxically could only be created through very precise and technical calculations.The concept of Chaos has already had a lasting effect on science,It is only 50 years since Edward Lorenz first experiments on sensitive dependence and yet many academics believe that twentieth century science will be known for only three theories: Relativity,Quantum Mechanics and Chaos. “The flapping of a single butterfly’s wings today produces a tiny change in the state of atmosphere. Over a period of time, what the atmosphere actually does diverges from what it would of done.So in a month’s time, a tornado that would of devastated St louis doesn’t happen.Or maybe one that wasn’t going to happen does. “ Chaos theory has changed the way we perceive physics, no longer is it simply the study of subatomic protons in a billion dollar particle accelerator. Its presence now visible in all things universally; from nature and music to modern art. The Campaign was the brain child of Lola Agency in Madrid and the visuals will run as an all media print & digital motion campaign in over 20 countries.

Print advertisment created by LOLA, Spain for Magnum, within the category: Confectionery, Snacks.

Advertising Agency: Lola, Madrid, Spain
Executive Creative Director: Pablo Monzón
Creative Director: Gustavo Marioni
Photographers: Diver & Aguilar
Copywriter: Martín Feijoo
Art Buyer: Rachel Inton
Account Supervisor: María López-Chicheri
Advertiser's Supervisor: Mick Van Ettinger
Account Manager: Jorge Fesser
Planner: Erwin Flores
Art Director: Esteban Franco

Comments (18)

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Highest Rated

_tj_'s picture
Activity Score 133

I don't get it. Could I see another dozen or so iterations?

robinstam's picture
Activity Score 215

Instead of the elaborated, philosophical explanation, you can also write: 'we blew up icecreams and photographed it with a high shutter speed' ;-).

Marlus Lau's picture
Marlus Lau
Activity Score 1808


blacksmurf's picture
Activity Score 200

@robinstam: LOL

seriously, 45 subjects for a sprout of chocolate is too much...

easy to say "art director".

Vicente's picture
Activity Score 24

Cobb wasn't dreaming all along.

Billoughsby's picture
Activity Score 5142


Although I am humbled by the creative energy lavished on the rationale, Coke and Pepsi -- among others -- have been using splashing product in their ads for decades. So this is more "a nicely finessed take on an old chestnut" than anything else.

Is all that talk just a little silly?

That's it.

kleenex's picture
Activity Score 47545

too many even if they all looked good.

fotdot's picture
Activity Score 673

What so tempting for flowers? I don't eat flowers.

dean viii's picture
dean viii
Activity Score 1686

In response tot he long technical explanation, Helvetica is not a concept. besides,t he whole exploding things has been done. Sorry.

ishiboy's picture
Activity Score 497

Whoa! What's with the explanation???

shahidali's picture
Activity Score 4069

It should have been Magnum Boom. Where's the temptation? Its not a photographic competition. Where's the ad?


HappyHour's picture
Activity Score 2381

You could've achieved this effect in photoshop in a couple hours (I'm not entirely convinced you didn't). Should've spent more time coming up with an idea.

This is not ad's picture
This is not ad
Activity Score 10
_tj_'s picture
Activity Score 133

I don't get it. Could I see another dozen or so iterations?

HTG¡'s picture
Activity Score 38

After a while all these ads look like something my monkey throws on the walls. Unless he did that on the ads already.

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Or inspired by the end result of one too many Sangria's over looong Spanish ad lunch? ;)

The Jobless Writer
Will Think for Salary

Roger Keynes's picture
Roger Keynes
Activity Score 5498

Woah. So, how long was the ad brief?
Sorry guys.

The Jobless Writer
Will Think for Salary

jackblack's picture
Activity Score 2355

I'd love ice cream all over my face.

Troll's picture
Activity Score 674

It's like watching a car accident happen over and over and over and over again.