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

Published On
Mar 31, 2023
Metaverse and real person eating Magnum ice cream

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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.


Mar 31, 2023
Client :
Client :
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 :
Production Company :
Director :
Martin Werner
Executive Producer :
Pablo Martínez
Line Producer :
Cristina Sancayo
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 :
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 :
Sound Designer & Mixer :
Adrian Aurelius
Executive Producer :
Gregers Maersk Moeller
PR :
Executive Director :
Katie Jo Flynn
Director :
Lloyd Abbott
Senior Manager :
Amy Rees
Manager :
Lizzi Shearman
Digital Agency :
MullenLowe Profero
Media & Digital Transformation Agency :
Media & Digital Transformation Agency :
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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