LOLA MullenLowe & Magnum: The pleasure you can’t have in the metaverse

There’s a lot of pleasure to be had in the metaverse. It’s an exciting new frontier to play in. But there are still certain pleasures, like enjoying an ice cream, that can only be found in the real world.

LOLA MullenLowe and Magnum’s heroine finds out how frustrating that is.

“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,” stated Tomas Ostiglia executive creative director, LOLA MullenLowe Madrid.

The 100-second hero film for #NotAvailableInTheMetaverse, is supported by select group of virtual influencers who have 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.

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

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

Sara Paixao, global Magnum digital brand manager, added, ¨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.”

Credits:

Client: Unilever (Magnum)
Global Ice Cream Chief Marketing Officer: Julien Barraux
Global Vice President, Magnum: Ben Curtis
Global Digital Experience Lead: Sara Neves Paixão
Global Digital Junior Brand Manager: Federico Russo
IC Business & Portfolio Lead Netherlands: Anne Schreuders
Brand Manager Magnum Netherlands: Tobias Sparnaaij
Assistant Brand Manager Magnum Netherlands: Stephanie van Horn
Ice Cream Now Marketing Specialists Benelux: Kim Lambregts & Yorick Chaudron

Lead Agency: LOLA MullenLowe (Madrid)
Executive Creative Director: Tomas Ostiglia
Creative Directors: Jorge Zacher, Kevin Cabuli
Creative Team: Augusto Callegari, Pedro Mezzini
Design Director: Yan Graller
Art Director & Designer: Alan Chung
Managing Director: Tom Elliston
Account Director: Catalina Aguirre
Account Supervisor: Cristina Panea
Head of Strategic planning: Camila Facín
Head of Production: Felipe Calviño
PR: Enrique Caballero

Production Companies: Proppa(MADRID) & Bacon(CPH)
Direction: Martin Werner
Executive Producer: Pablo Martinez
Line Producer: Cristina Sancayo
DOP: Nicolaj Bruel
Art Director: Peter Grant
Wardrobe: Melanie Buchave

Service Production Company: Film Squad (Hungary)
Service Producer: Istvan Major (Pisti)
Editor: Rasmus Nyholm Schmidt
Post Production & VFX: BaconX
Creative Director: Ditte Marie Ludvigsen
Executive Creative Director: Jan Tvilling
Visual Effects Supervisor: Thomas Haas-Christensen
Executive Producer: Eliana Carranza-Pitcher
Head of Production: Cilie Kragegaard
Senior VFX & Colour Producer: Lorène Lescanne
VFX Producer: Emilie Lausch
Production Assistant: Denise Borré
Lead Compositor: Thomas Banner
CG-Lead: Thomas Haas-Christensen
Colourist: Hannibal Lang
Conform: Søren Knudsen, Oliver Wozny
Animation: Gabi Popov, Cathrine Baab Holm
Sound Design & Mix: Ballad
Sound Designer & Mixer: Adrian Aurelius
Executive Producer: Gregers Maersk Moeller