Magnum’s tangible taste
This clever anti-metaverse campaign for the ice cream brand shows that while the virtual world can be fun, sensual pleasures are best experienced for real.
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Credits
powered by
- Agency LOLA MullenLowe/Madrid
- Production Company PROPPA/Madrid
- Director Martin Werner
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Credits
powered by
- Agency LOLA MullenLowe/Madrid
- Production Company PROPPA/Madrid
- Director Martin Werner
- Production Co. Bacon
- Art Director Peter Grant
- Post Production/VFX Bacon X
- Sound Ballad
- Sound Designer Adrian Aurelius
- Executive Creative Director Tomas Ostiglia
- Creative Director Jorge Zacher
- Creative Director Kevin Cabuli
- Creative Augusto Callegari
- Creative Pedro Mezzini
- Design Director Yan Graller de Oliveira
- Art Director/Designer Alan Chung
- Head of Production Felipe Calvino
- Executive Producer Pablo Martinez
- DP Nicolaj Bruel
- Editor Rasmus Nyholm Schmidt
- Creative Director Ditte Marie Ludvigsen
- Executive Creative Director Jan Tvilling
- Executive Producer Eliana Carranza-Pitcher
- Head of Production Cilie Kragegaard
- Senior VFX & Colour Producer Lorene Lescanne
- Lead Compositor Thomas Banner
- Colorist Hannibal Lang
- Animation Gabi Popov
- Line Producer Cristina Sancayo
- VFX Supervisor Thomas Haas Christensen
Credits
powered by
- Agency LOLA MullenLowe/Madrid
- Production Company PROPPA/Madrid
- Director Martin Werner
- Production Co. Bacon
- Art Director Peter Grant
- Post Production/VFX Bacon X
- Sound Ballad
- Sound Designer Adrian Aurelius
- Executive Creative Director Tomas Ostiglia
- Creative Director Jorge Zacher
- Creative Director Kevin Cabuli
- Creative Augusto Callegari
- Creative Pedro Mezzini
- Design Director Yan Graller de Oliveira
- Art Director/Designer Alan Chung
- Head of Production Felipe Calvino
- Executive Producer Pablo Martinez
- DP Nicolaj Bruel
- Editor Rasmus Nyholm Schmidt
- Creative Director Ditte Marie Ludvigsen
- Executive Creative Director Jan Tvilling
- Executive Producer Eliana Carranza-Pitcher
- Head of Production Cilie Kragegaard
- Senior VFX & Colour Producer Lorene Lescanne
- Lead Compositor Thomas Banner
- Colorist Hannibal Lang
- Animation Gabi Popov
- Line Producer Cristina Sancayo
- VFX Supervisor Thomas Haas Christensen
LOLA MullenLowe’s campaign for Magnum comprises a beautifully realised slice of unreality directed by Martin Werner through PROPPA/Madrid.
It follows the journey of an avatar who, after a hard day navigating her Bladerunner-esque non-meta universe, gets home and embarks on a bit of R 'n' R with her VR goggles.
Ironically, her virtual reality trip takes her into the seemingly more real world where she’s presented with a Magnum ice cream that she cannot bite into, as it's 'Not available in the Metaverse’.
Trying to figure out exactly what level of reality we are in at this point is... virtually... impossible.
In the wider campaign, #NotAvailableInTheMetaverse, Magnum partnered with virtual influencers who 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 also showcased at Metaverse Fashion Week in Decentraland, a virtual showcase of pioneering new tech and creativity.
