LOLA MullenLowe and Magnum continue to pursue pleasure in unexpected ways. This time that pleasure is gift to Wolfgang Amadeus (Amadé) Mozart’s. The partners have honoured Mozart by creating the first-ever music video for one of his compositions, a remix of the first movement of his 25th Symphony, a tribute from one classic to another. It is sexy, lavish and its expression of pleasure is palpable. Rather like the ice cream, yes?
The premiere of the video, MOZART by MAGNUM, took place on July 29, 2022, at the composer’s birthplace in Salzburg during a reception hosted by the International Mozarteum Foundation and Magnum. Until September 11, a special exhibition is open to visitors.
The campaign introduces the Magnum Remix range, a reinterpretation of two popular Magnum classics.
“Mozart was one of the greatest composers, a man of pleasure and, as we now know, a true ice cream lover,” stated Christiane Haasis, Unilever business unit lead icecream DAChBeNeLux. “With his passion and desire to constantly reinvent himself, he would be the ideal Magnum ambassador today.”
“We, the International Mozarteum Foundation, are of course particularly pleased that Magnum, one of the world’s leading ice cream brands, is honouring Wolfgang Amadé Mozart with this international creative project. Cooperations like this certainly help to make younger generations aware of Mozart. I am convinced that it will encourage many people to take a closer look at the musical genius,” added Rainer Heneis, chief executive officer of the International Mozarteum Foundation.
The remix translates the dynamics of the music into images that relate to the master’s creative process. With his first piece in a minor key, Mozart – only 17 years old in 1773 – broke all musical conventions and expectations of his contemporaries and patrons, who were accustomed to light, gallant works in major from the former child star. Instead, the musical genius presented himself as a mature composer with a piece that was more forceful, expressive, and passionate than any previous work. Using a mixture of real-life scenes and animation, the video provides an imaginary insight into Mozart’s creativity.”
Tomas Ostiglia, executive creative director at LOLA MullenLowe, added, “It’s a dream come true to be able to pay tribute to a classic like Mozart creating his first ever music video for one of his compositions and to have it become part of an exhibition at his very own museum.”
It is well known that Wolfgang Amadeus Mozart was not only a musician with heart and soul, but also a man of pleasure. Less well known is that he was also an ice cream fan. A letter in which he speaks of this is in the possession of the International Mozarteum Foundation and is now accessible to the public for the first time as part of the MOZART by MAGNUM exhibition. In this letter from Paris dating to July 3, 1778 to his father Leopold, Mozart tells of his joy over a successful symphony concert performance and that he treated himself to a ice cream afterwards – “After the symphony I therefore immediately went to the Palais Royale out of joy – had a good ice [ceam] –prayed the Rosary that I had promised – and went home.”
The campaign is supported via OOH in Salzburg at high frequency locations, plus print, online, social media, with an exhibition at Mozart’s Birthplace in Salzburg and PR activities.
Credits:
Client: Unilever (Magnum)
Global Vice President Ice Cream, Unilever: Julien Barraux
Global Brand Director, Magnum: Ben Curtis
Category Director, Refreshment DACH: Wolfgang Fritz
Assistant Brand Manager, Magnum DACH: Britta Seiffert
Creative Agency: LOLA MullenLowe, Madrid
Executive Creative Director: Tomás Ostiglia
Managing Director: Tom Elliston
Creative Directors: Kevin Cabuli, Jorge Zacher
Art Director: Diego Vieira, Yan Graller
Copywriter: German Rivera
Global Account Directors: Oscar Fernandez-Baca, Flora Bell
Account Supervisor: Cristina Panea
Head of Production: Felipe Calviño
Producer: Jorge Saade, Diego Baltazar
Production Company: Proppa (Propaganda Producciones)
Executive Producer: Pablo Martinez
Directors: Martin Werner & Ralph Karam
Production Company (Animation): Final Frontier
Animation Studio: LeCube
Music: Symphony n25 in Gm K.183 Wolfgang Amadeus Mozart
Arrangements& production: Pietranera-Sancho @ HeyFolks Studio
Recorded with Malaga’s symphonic orchestra @ Auditorio Centro Cultural MVA
Orchestra Director: Juan Pietranera
Mix: Felipe Guevara @ Closed Studios
PR Agency, Austria: BuzzDriver – Jockel Weichert & Barbara Fuchs-Puchner
PR Agency, Germany: COR Berlin Kommunikation GmbH – Kristina Meie & Alexander Frohn
Event Agency: Since Today – Alexander Klima
Partner: International Mozarteum Foundation (Salzburg):
Rainer Heneis (CEO), Linus Klumpner (Director Mozart-Museums)
