Magnum has a problem with the metaverse—you can’t enjoy ice cream there
The brand’s short film from LOLA MullenLowe will appear in Decentraland’s Metaverse Fashion Week

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For all the hype around the metaverse, it’s lacking is certain joys—like tasting food. Now, Magnum’s latest campaign leans into the IRL pleasure of eating ice cream.
The campaign, by LOLA MullenLowe, centers on a short film running on Magnum’s social media channels with the hashtag #NotAvailableInTheMetaverse. It focuses on a virtual-world avatar who puts on “reality goggles” to escape to the real world, where she encounters a Magnum ice cream bar—though this delightful discovery can’t quite be consummated.
Ironically, the film will also be shown at Metaverse Fashion Week in Decentraland. Magnum also created a virtual branded headset that avatars can wear in the metaverse. Those who wear the free virtual accessory on their avatar will also get a discount code to use toward a real box of Magnum ice cream bars.
“We believe pleasure can be found in both the offline and the online worlds,” said Sara Paixao, global digital brand manager for Magnum. “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.”
LOLA MullenLowe last campaign for the Unilever ice cream brand featured a remix of Mozart’s "25th Symphony in G Minor.” The metaverse campaign was produced by Proppa and Bacon, and directed by Martin Werner.
Credits
- Date
- Mar 31, 2023
- Client :
- Magnum
- Client :
- Unilever
- Agency :
- Lola MullenLowe
- Global Chief Marketing Officer :
- Julien Barraux
- Global Vice President :
- Ben Curtis
- Global Head of Media & Media Operations Lead :
- Sarah Mansfield
- Global Digital Experience Lead :
- Sara Neves Paixão
- Global Digital Junior Brand Manager :
- Federico Russo
- Business & Portfolio Lead :
- Anne Schreuders
- Brand Manager :
- Tobias Sparnaaij
- Assistant Brand Manager :
- Stephanie van Horn
- Marketing Specialist :
- Kim Lambregts
- Marketing Specialist :
- Yorick Chaudron
- Executive Creative Director :
- Tomás Ostiglia
- Creative Director :
- Jorge Zacher
- Creative Director :
- Kevin Cabuli
- Creative Team :
- Augusto Callegari
- Creative Team :
- 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 Calvino
- PR Team :
- Enrique Caballero
- Production Company :
- Proppa
- Production Company :
- Bacon
- Director :
- Martin Werner
- Executive Producer :
- Pablo Martínez
- Line Producer :
- Cristina Sancayo
- DOP :
- Nicolaj Bruel
- Art Director :
- Peter Grant
- Wardrobe :
- Melanie Buchave
- Service Production Company :
- Film Squad
- Service Producer :
- István Major
- 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 & Color Producer :
- Lorène Lescanne
- VFX Producer :
- Emilie Lausch
- Production Assistant :
- Denise Borré
- Lead Compositor :
- Thomas Banner
- Compositor :
- Mikkel Hansen
- Compositor :
- Kai Hauswirth
- Compositor :
- Oliver Buus
- Compositor :
- Mario Maruska
- CG Lead :
- Thomas Haas-Christensen
- CG Artist :
- Asger Langhoff
- CG Artist :
- Julia Forsman
- CG Artist :
- Arthur Dalvig
- CG Artist :
- David Ryberg Lessel
- CG Artist :
- Rickard Didriksson
- Colorist :
- Hannibal Lang
- Conform :
- Søren Knudsen
- Conform :
- Oliver Wozny
- Animation :
- Gabi Popov
- Animation :
- Cathrine Baab Holm
- Storyboard :
- Costanza Degli Abbati
- Concept Design :
- Emma Bielokostolská
- Motion Capture Studio :
- Copenhagen Rig
- Sound Design & Mix :
- Ballad
- Sound Designer & Mixer :
- Adrian Aurelius
- Executive Producer :
- Gregers Maersk Moeller
- PR :
- Golin
- Executive Director :
- Katie Jo Flynn
- Director :
- Lloyd Abbott
- Senior Manager :
- Amy Rees
- Manager :
- Lizzi Shearman
- Digital Agency :
- MullenLowe Profero
- Media & Digital Transformation Agency :
- Mindshare
- Media & Digital Transformation Agency :
- Subvrsive
- Joint Head of Invention Worldwide :
- Arthur O'Neill
- Creative Technical Director :
- Anna Pizzaro
- Invention Director :
- Chris Knott
- Senior Project Manager :
- Tina Segura
- Client Partner :
- Megan Fritz
- Strategic Growth Lead :
- Shep Bryan
- Senior Art Director :
- John Michael Comstock
- Visual Designer :
- Osmond Curtis
- UX Lead :
- Pompidou Nsangou
- 3D Art Lead :
- Nathan Woodburn
- Lead Engineer :
- Lee Pellini
- Engineer :
- Jordan Smith
- Back End Engineer :
- Tim Johnson
- QA Lead :
- Natallia Dominguez
- QA Analyst :
- Oleksandra Arkhelyuk
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