"Be True To Your Pleasure“
Magnum ice cream, i-D magazine and Xavier Dolan... that seems to be a very unusual trio, don't you think?! Well it turned out to be a genius combination. The reason behind this collaboration is the new Magnum ice cream campaign "Be True To Your Pleasure". A motto I couldn't support more! Once in a while everyone should allow themselves a little highlight. That of course can be very different for each individual. My personal pleasure for example would be riding a chairoplane, spending a day on a boat, or simply staying in bed for 24 hours. You can't have it all the time, but every now and then you should make the time for it. Magnum ice cream seems to have the same opinion, which is why their campaign spins all around the idea of a day without pleasure being a lost one.
To make it more exciting they set up a competition. Selected by director Xavier Dolan, three film makers got the chance to produce their own perspective about "Be True To Your Pleasure". The outcome are three totally different approaches that you can watch below. My personal favorite is by far: "Zap" directed by Patrick Downing that enhances the message of "Pleasure is Ageless". Patrick Downing named Ari Seth Cohen his inspiration. You might have heard his name because of his amazing blog: Advanced Style. He presents elderly people that usually dress better than most young people you see running around the streets. The film therefore obviously also deals with the topic age. I love the idea behind it, showing a couple sneaking out in the hallway once everyone is at work to play their little game of electric shocks. I could imagine six year olds doing the same thing, having the same amount of fun. Things don't always have to be dead serious and this movie displays it in a great way.
The other two are a little longer and didn't touch me as much as the one about the couple but I guess that's just taste. The second clip is about a dancer who is obsessed about her career and is so stuck within her routine that she needs to actually learn to set her mind free. The third film deals with a relationship triangle where two guys fight about a girl and the winner for once doesn't get it all.
Here are all the movies and directors for you to keep track.
Zap - directed by: Patrick Downing 'Pleasure is ageless'
Kai - directed by: Andrew Cumming 'Pleasure is letting go'
Wild Space - directed by: Kara Smith 'Pleasure is following you heart’
Altogether a great project that I was especially curious about due to the participation of Xavier Dolan. You will probably rather know his films than his name, but he is the guy responsible for "I killed my mother", "Heartbeats" and "mommy". All of them very unique and very different to everything I've seen before. It's incredible how young Xavier was when starting to direct and act (as he stars in a few of his movies). So with him being the selector, the outcome was guaranteed to be great!
Oct. 12, 2015
Labels: On track