Miley Cyrus will perform in '8D' for Magnum Ice Cream

Campaign by Lola MullenLowe includes a live YouTube performance

Published On
Jun 08, 2021

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Miley Cyrus is teaming up with Unilever ice cream brand Magnum for a virtual concert that will see her performing in "8D" audio to illustrate the tagline "Pleasure Has More Than One Layer."

The "Miley in Layers" concert will take place live on YouTube this Thursday at 8.30PM CET, with the pop star performing in immersive audio that the brand promises will sound like she's in the room with you, provided you're wearing headphones. (8D audio is an effect where songs have been edited with spacial reverb and mixing to make it seem like the audio moves in a circle around your head.) Cyrus will play some tracks from her recent album "Plastic Hearts" as well as an exclusive cover of '80s hit "Midas Touch" by Midnight Star re-mastered as "Miley’s Touch."

The campaign is a collaborative effort between several Interpublic agencies; creative agency Lola MullenLowe in Madrid, digital agency MullenLowe Profero, PR agency Golin and influencer marketing agency ITB Worldwide. It includes several levels of audience participation, including both Instagram and Snapchat lenses, and a lip-sync challenge produced in partnership with Google and Bit.Studio. This will allow users to lip sync to Cyrus' exclusive track and receive ratings based on their performance. They can then post a shareable gif to their social media channels. The social hashtag for the campaign is "#ShowYourLayers."

Cyrus is one of several big music stars performing virtual music gigs for brands this summer; Dua Lipa recently signed up to be the face of Truly Seltzer in a campaign that includes a livestream concert series. 

Credits

Date
Jun 08, 2021
Client :
Magnum
Agency :
Lola MullenLowe
Global Brand Vice President :
Julien Barraux
Global Brand Director :
Ben Curtis
Global Brand Manager :
Tugce Aksoy
Global Assistant Brand Manager :
Rosie Festus
Global Digital Experience Lead :
Sara Paixão
Executive Creative Director :
Tomás Ostiglia
Managing Director :
Tom Elliston
Creative Director :
Kevin Cabuli
Creative Director :
Jorge Zacher
Designer and Art Director :
Yan Graller de Oliveira
Copywriter :
Kiki Holshuijsen
Global Account Director :
Flora Bell
Global Account Director :
Oscar Fernandez-Baca
Account Supervisor :
Mar Roig
Head of Production :
Felipe Calvino
Production Company :
The Good Company
Executive Producer :
Brian Welsh
Director :
Vijat Mohindra
Editor :
Vijat Mohindra
Editor :
Manuel Dondas
Post Production :
Serena
Music Partner :
Big Sync
Music Supervision :
Andrew Stafford
Music Supervision :
Philip Lawlor
Photographer :
Vijat Mohindra
Photography Agent :
Pam Katz
Photography Agent :
Geoff Katz
Photography Agent :
CPi
Digital Transformation Agency :
MullenLowe Profero
Executive Creative Director :
Rachel Wells
Group Account Director :
Lucy Hollingsworth
Account Director :
Ben Selby
Account Manager :
Jessica Parish
Account Manager :
Lucy Coleman
Strategy Director :
Rowan Kisby
Art Director :
Ellie McCulloch
Lead Copywriter :
Helen Sharp
Senior Copywriter :
Karen Munnis
Senior UX Designer :
Florence Opara
Lead UX Designer :
Jessi Talbaba
Designer :
James Ring
Designer :
Emrah Onal
Designer :
David Nwokedi
Senior Project Manager :
Gwen Penverne
Head of Digital Production :
Karen Franklyn
Global PR Agency :
Golin
Executive Director :
Sophia Boudjemaa
Senior Manager :
Bayley Kite
Talent Agency :
ITB Worldwide
Senior Account Manager :
Georgia Iliff
Senior Account Director :
Jan Taubert
Media Agency :
Mindshare

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