The Drum Awards for Marketing - Extended Deadline

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Agency: MAGNUM
Client: 100Weeks
Date: May 2020
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Magnum has partnered with up and coming artists around the world to launch a new digital exhibition to raise funds for women cocoa farmers in West Africa’s Ivory Coast who, like many others, have been impacted by the global pandemic.

Live on Magnum’s official website, Pleasure Imagined showcases artwork that uses now famous images of quiet city streets as a canvas to imagine a time when it is safe to lift social distancing restrictions; from hot air balloons flying through the air in Madrid, to a marriage proposal on the streets of Sao Paulo.

The exhibition seeks to generate funds for women cocoa farmers in the Ivory Coast, with Magnum committing an additional unconditional donation of €250,000 to the exhibition, and then encouraging virtual visitors to donate and choose from a selection of artworks available for digital download. It also kicks off a two-year partnership with NGO partner 100WEEKS to help better the lives of the women cocoa farmers within Magnum’s extended network.