On a sad note, the fall is just around the corner: According to the meteorological definition, autumn begins on September 1st. Does that mean you should pack your swimsuit, the beach umbrella, and towel? Is summer really over? Well, no, at least not from an astronomical point of view. According to this theory, summer ends on the fall equinox. So, this gives us 20 more days of sun and fun, right?

Sure, the pandemic has kind of ruined our plans, but that doesn’t mean we should give up on a nice vacation. We all need to take our minds off this madness that’s going on and a vacation sounds just about right. And if you decide to go and relax under the warm touch of the Sun, we suggest you stick to the COVID-19 prevention: Clean your hands as often as possible, cover your nose and mouth when you sneeze or cough, and — we know that it is hard to stick to this one during a holiday — try as much as you can to keep a mask on, especially when physical distancing is not possible.

Yet, if you use one of Magnum’s XXL towels, you can practice social distancing in style. Part of the brand’s #TrueToPleasure campaign which partners with multi-platinum singer, songwriter, and activist, Halsey, the beach towels measure 3×3 meters (10ft) enabling two people to be comfortably seated while still maintaining a safe distance of at least two meters.

The campaign was created with the help of the company’s global lead creative agency, LOLA MullenLowe, which gathered contemporary artists from around the world to help design the towels. Artists such as Karan Singh, David Vanadia, and Quentin Monge came up with joyful illustrations, all inspired by the iconic silhouette of a Magnum ice cream. Besides the artists, singer, performer, DJ, and LGBTQIA+ activist, Kiddy Smile joined the initiative, creating a special design that reflects the colors of the gay community flag, empowering every one of us to live to the fullest and be proud of who we are.

“Summer is a state of mind and never truly ends. 🌊 🍦 This year we’re playing it safe and super stylish with these custom designed gorgeous towels created for enjoying the pleasure of the beach without forgetting it’s 2020,” says the agency.

The towels sold like hot cakes; and it is perfectly understandable why: Magnum’s bath sheets are such an elegant way of saying “Please, keep the distance.” But their use goes beyond that: Once the summer season ends, we think they will work just fine during winter too when you’ll use them to build home tents with your kids! As for the spring season, the towels can nicely replace a cozy picnic blanket.

Credits:

Client: Magnum
Agency: LOLA MullenLowe
Global Vice President, Unilever: Julien Barraux
Global Brand Director, Magnum: Ben Curtis
Executive Creative Director: Tomás Ostiglia
Creative Director: Kevin Cabuli, Jorge Zacher
Brand Creative Lead: María García Campos
Creative team: Manuel Castillo, Enrique Torguet
Global Business Director: Tom Elliston
Account Supervisor: Flora Bell
Head of Production: Felipe Calviño
Producer: Diego Baltazar, Jorge Saade
Artists: Karan Singh, David Vanadia, Quentin Monge