Magnum - "Magnum Cannes 2023: Aftermovie"

LOLA MullenLowe

LOLA MullenLowe Madrid, Spanien

4367

Marke: Magnum
Länder: Spanien

Werbende: Unilever

Titel	Magnum Cannes 2023: Aftermovie
Agentur	LOLA MullenLowe
Kampagne	Pleasure Is Always On
Werbende	Unilever
Marke	Magnum
Datum der ersten Ausstrahlung/Veröffentlichung	2023 / 6
Geschäftsbereich	Eiscreme
Philosophie	In a truly collaborative effort, LOLA MullenLowe, GOLIN London, BigSync, MullenLowe and Mindshare have pushed the boundaries of creativity with Magnum’s summer campaign. To launch the new summer flavours, Magnum Double Sunlover and Magnum Double Starchaser, the agency collective has created a stellar collaboration between TikTok star, JVKE and the biggest star in the solar system: the sun. JVKE’s viral song “Golden Hour” has been reimagined as a summer anthem using Nasa’s data library to create the sounds of the sun. The reimagined track presents a truly out-of-this-world sound experience through the process of data sonification which Magnum developed with Dr Robert Alexander, a solar data sonification specialist who has teamed up with NASA in the past, to turn raw data from NASA’s audio library into sounds. To ensure the track had commercial viability, well respected music producer Alex Metric was enlisted to help produce the track and take the slow paced, ethereal Golden Hour and transform it into an upbeat summer anthem. The track created by the musical duo is being supported with a global multichannel campaign over the summer to take help it climbs through the charts. The song, available on all streaming platforms and on Tik Tok, was revealed to the world today at Magnum’s home in Cannes - where the brand has taken residence for the last decade. The brand hosted a live panel discussion in Cannes with x300 global media in attendance to launch the song, entitled ‘Boundless Creativity in Music’ discussing the growing need for innovation in music. JVKE and Dr Robert Alexander were joined by multi-platinum selling performer and musical mentor Nicole Scherzinger who discussed the need for creativity in music from her own time as a pop sensation right through to her mentoring days on shows such X Factor. The Pleasure Is Always On creative supports the brand’s summer NPD launches Magnum Double Sunlover and Magnum Double Starchaser – two all-new flavour innovations inspired by iconic summer moments – resulting in a fully integrated campaign across earned media, paid digital, paid and organic social and influencer channels. The globally activated campaign has a strong social leaning with several planned activations in order to drive reach and impact for the launch. Over x100 global influencers attended the launch at Cannes Film Festival, documenting and capturing the reveal of the new track through their own authentic content. With TikTok as key partner for the campaign – streaming the panel Q&A in order to reach millions of Pleasure Seekers worldwide - influencers also participated in a TikTok challenge kick-started by JVKE on his channel which created talkability and engagement for the campaign with younger demographics. Mindshare has worked closely with Aircards and Magnum to develop a first of its kind WebAR experience – Magnum: You ft. The Stars. Through the first global commercial use of AR sky mapping, this web app allows users to create their own unique track in collaboration with real stars across the galaxy, helping Pleasure Seekers across the world join the celebrations and channel their inner Starchaser.   Magnum’s collaboration with JVKE continues the brand’s long heritage of partnering and championing inspiring creative disruptors that break down barriers across music, art and culture, pushing the boundaries of creativity in this universe and beyond. The campaign encourages the world to indulge in the sweet escape of music and embrace the taste of iconic summer moments at any time, be it day or night – because this summer, pleasure truly is always on.
Medientyp	Branded Content
Länge	245 seconds
Soundtrack	Golden Hour (ft. the Sun) [Sunlover-Starchaser Edit]. by JVKE
Produktionsfirma	Chief Productions
Werbeleiter	Julien Barraux
Werbeleiter	Ben Curtis
Werbeleiter	Tugce Aksoy
Werbeleiter	Sara Paixão
Werbeleiter	Rosie Festus
Werbeleiter	Ying Hu
Werbeleiter	Federico Russo
Werbeleiter	Willem Van Isselmuden
Werbeleiter	Sarah Mansfield
Werbeleiter	Sophie Sanderson
Executive Creative Director	Tomás Ostiglia
Creative Director	Kevin Cabuli
Creative Director	Jorge Zacher
Creative Teammitglied	Josefina Mateo
Creative Teammitglied	Augusto Callegari
Creative Teammitglied	Pedro Mezzini
Creative Teammitglied	Beatriz Zambrano
Creative Teammitglied	Leticia Diaz
Creative Teammitglied	Daniela González
Creative Teammitglied	Ezequiel Scarpini
Design Director	Yan Graller de Oliveira
Art Director / Designer	Alan Chung
Designer Trainee	María Sancho
Geschäftsführer	Tom Elliston
Etatdirektor	Catalina Aguirre
Account Supervisor	Cristina Panea
Head of Strategic Planning	Camilla Facin
Produktionsleitung	Felipe Calviño
Agency Producer	Jorge Saade
Public Relations	Enrique Caballero
Public Relations	Gabriella Nuñez
Musik	Big Sync Music
Music Producer	Alex Metric
Music Producer	Robert Alexander
Direktor Kundenservice	Lauren Thackray
Executive Creative Director	Commie Mcmullen
Musiklizenzen	Lisa James
Kaufmännischer Geschäftsführer	Lauren Gray
Etatdirektor	Samar Rezvan
Senior Project Manager	Gwen Penverne
Strategist	Omari Green
Designer	Katrina Sawyer
PR Agency	Golin / Harris International
PR Executive Director, EVP	Katie - Jo Flynn
PR Director, VP	Lloyd Abbott
PR Senior Manager	Amy Rees
PR manager	Lizzi Shearman
Influencer Lead	Jessie May Brooks
Influencer Manager	Migle Kriauciunaite
Medienagentur	Mindshare Europe
Global Lead, Media	Andrew Lloyd
Global Strategy Director	Mayamiko Kulemeka
Global Strategy Manager	Kevin Lesueur
Global Strategy Senior Executive	Sakshi Mathur
Business Director, Digital Planning & Strategy	Matteo Conti
Account Director, Outcomes	Matthew Hilliard
Paid Social Director	Jessica Mahon
Paid Social Manager	Aoibheann Rothwell
Paid Social Executive	Sandy Sanchez
Programmatic Director	Joe Allison
Programmatic Executive	Josh Gilbert-Weavers
Joint Head of Invention Worldwide	Arthur O’Neill
Creative Media & Tech Director	Anna Pizarro
Invention Director	Chris Knott
Regisseur	Joe Conor
Executive Producer	Colin Offland
Produzent	Nick Trainor-Crossley
Produktionsmanager	Ellie Bonner
Produktionsmanager	Alex Miguel-Guerreiro
Produktionsassistant	Billy Offland
1st AD	Terry McShane
Runner	Joe Owen
Runner	George Wroe
Runner	Jack Ward
Direktor Fotografie	Ben Magahy
1st AC	Danny Mendieta
2nd AC	Jess Oxley
Steadicam	Sebastian Joly
Grip	Dave Leigh
PLayback Operator	Matt Hewitt
DIT	Faisal Muhammed
Gaffer	Nick Platt
Spark	Alex Watson
Spark	Ian Stevens
Spark	Charlotte Stevens
Desk Operator	Howard Dean
Media Server Tech	Sam Sutcliffe
LED Tech	Steve Sutton
Sound Recordist	Mark Povey
BTS	Simon Lawson
Produktionsdesigner	Marc Ingham
Props Buyer	Ruth Jones
Standby Props	Will Gale
Standby Props	Keith Hufton
Spezialeffekte	Martin Jones
Food Stylist	Nick Walsh
Ausstattung/Styling	Gemma Harrison
Wardrobe Assistant	Beth Ross
Make-Up Artist	Elaine Lynsky
Make-Up Artist	Ruchi Ratna
Unit Driver	Graduitude
Catering	Artisam Bespoke Catering
Dancer & Choreographer	Emma Farnell-Watson
Dancer	Caterina Danzico
Credits	Dr Robert Alexander
Pianist	Daniel Mahoney
Produzent Post-Produktion	Willem Wyatt
Lead Editor	Jacques Simon
Cutter	Paul Ferdenzi
Assistenzredakteur	Dylan Miller
Kolorist	George Kyriacou
Sounddesigner	Ed Downham
Online Editior	Paul Willis