Magnum Italy sorts out unrequited love in historic film for International Kissing Day

Lola MullenLowe and Magnum are bringing together two very Italian phenomena – love and literature – by celebrating International Kissing Day alongside the 700th anniversary of the death of 14th century poet Dante.

They have commissioned artist Roberto Ferri, known for his portrait of the pope, to bring together the world’s most famous unrequited lovers, Dante and Beatrice. They finally get to kiss in one of his classic baroque-style paintings, and Lola MullenLowe’s film captures all the romantic build-up to the big moment.

The final artwork is hanging in the Palazzo Firenze in Rome, the Dante Alighieri Society headquarters.

Lola MullenLowe is based in Madrid and usually does global work for Unilever’s Magnum that gets picked up in local markets, but for this campaign the agency has worked directly with Magnum Italy.

MAA creative scale: 7

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About Emma Hall

Emma Hall is a journalist and editorial consultant and is the former Europe Editor of Ad Age, where she covered European marketing advertising, digital and media stories. She has written for newspapers including the Financial Times, The Guardian, The Times and the Telegraph, and was previously a section editor at Campaign. Emma started her career in New York as a researcher for a biography of Keith Richards.