The IPG collective launched an innovative creative to encourage Pleasure Seekers to step away from their screens and to show the world that some pleasures are #NotAvailableInTheMetaverse

In a truly collaborative effort, LOLA MullenLowe, GOLIN London and Mindshare have created a 360 global campaign with Magnum ice cream to show the world that, while the virtual world has its own appeal, nothing quite compares to the joys of the real world. #NotAvailableInTheMetaverse

The centre point of the launch – which was revealed to the world today by influencer partners – is a beautiful short film created by Lola MullenLowe. The film featuring virtual avatar Luna and her journey to escape the metaverse in pursuit of the real-life pleasure of a Magnum Ice Cream. However, despite her efforts, she is unable to ever truly experience this, as some pleasures (such as biting into a Magnum) are only available to Pleasure Seekers in the real world. The film is a cinematic celebration of pleasure and was created in partnership with creative studio Bacon-X. It is available to watch here.

The full film will also be showcased at Metaverse Fashion Week in Decentraland. A virtual showcase of pioneering new technology and creativity, the event generates billions of impressions on a global scale and provided Magnum with the perfect platform on which to celebrate the launch of the #NotAvailableInTheMetaverse film.

The #NotAvailableInTheMetaverse creative supports the brand’s belief that everyone should be able to pursue what brings them pleasure, whether this be in the real or virtual world – resulting in a fully integrated campaign across earned media, paid digital, paid and organic social and influencer channels.

Following extensive research among young people and the difficulties they face in setting boundaries between their on and offline lives, Magnum has taken steps to support them in establishing this elusive balance between the real and virtual world. This includes partnering with mental wellbeing neuroscientist Dr Jack Lewis to release the Magnum Pleasure Guide – a tool and source of advice to support us in living our most pleasurable life, whether that be virtually or physically.

In a true 360 effort, Magnum has gone directly to Pleasure Seekers in the metaverse by launching their first wearable gadget – virtual VR goggles that will available here from 31st March. Upon selecting the goggles for their avatar, Pleasure Seekers are then encouraged to step away from their screens for 10 minutes and indulge in real life Magnum pleasure that can only be enjoyed in the real world. This has been supported with discount codes and delivery platform integration in the Netherlands.

The globally activated campaign has a strong social leaning with a number of carefully planned activations in order to create reach and impact for the campaign. Magnum has partnered with carefully selected virtual influencers to highlight key messages and show the world that some pleasures can only be experienced in real life. The influencers posted images of themselves wearing the VR goggles on their social channels, explaining how they wish they could escape the metaverse to experience some of life’s real pleasures. Whilst these virtual influencers can never experience eating a Magnum ice cream, Pleasure Seekers across the world can! It is through this that Magnum is encouraging them to find the balance between the virtual and physical, and to indulge in what brings them true pleasure across both realities.

This campaign has been amplified on a local market level, through tactics including local delivery partner integration and Twitch Viewing Party of the new film.

Marking Magnum’s next steps into the metaverse, this campaign builds upon the brand’s long heritage of breaking down barriers across the arts, in the pursuit of being true to pleasure and encouraging others to do the same. The campaign brings together Pleasure Seekers from across the world to celebrate and indulge in whatever brings them pleasure – whether this be in the real or virtual world.

Speaking about the campaign, Sara Paixao, Global Magnum Digital Brand Manager, said, “As a brand, we stand for pleasure, and the reason we stand for pleasure to begin with is because of the unique indulgent experience of biting into a Magnum Ice Cream. We believe pleasure can be found in both the offline and the online worlds. However, the pleasure of eating an ice cream is not, yet, available in the virtual world. So, in the meantime, while Magnum is not available in the metaverse, we wanted to encourage everyone to take some time offline and experience the real-life pleasure of indulging in a Magnum. That’s why we have created Magnum virtual goggles, that when used, lead to a discount on Magnum in the moment, in the real world.”

“The metaverse, even today, in its development phase, generates many expectations, but also many doubts. As Magnum is the ice cream brand that celebrates real pleasure, we saw it as a great opportunity to take advantage of the wave of doubts about the metaverse to continue building the brand’s positioning, specifically towards this community.” – said Tomas Ostiglia, Executive Creative Director, LOLA MullenLowe Madrid.

Katie – Jo Flynn, Executive Director at GOLIN London said: “Breaking down barriers across the arts in pursuit of being true to pleasure is something we have done with Magnum for many years. This campaign provided us with a new challenge – how to show up in the Metaverse but in an authentically Magnum way. While the virtual world has its own opportunities and appeal, the real-life Magnum experience really is something special for Pleasure Seekers to experience. Bringing this work to life in a way that feels truly fresh and innovative feels like the perfect way to kick start Magnum’s journey in this space.”

The full film is now available to watch here.


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May 2023 issue

2023 A1 Buyers Guide