Uploaded May 2026 | Updated September 2026, 2 weeks ago

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The Cannes Film Festival is still in full swing — and if you're on the Croisette, the House of Magnum beach activation at Palais Stéphanie is worth a visit. The Magnum Ice Cream Company's Tobias Sparnaaij joined us on stage at our Entertainment Marketing #BISummit during the Cannes Film Festival, in partnership with The Ankler, to unpack how the ice cream brand's fashion-forward beach activation at the festival navigated the tension between creative expansion and focus. His answer was simple: keeping craft, rather than fashion as a broad category, front and center was the decision that made everything else hold together.

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