Magnum Shows That Not Everything Can Be Enjoyed in the Metaverse with Sci-Fi Film

LOLA MullenLowe has created a campaign for Magnum to show that whilst the virtual world has its own appeal, there are still certain pleasures, like enjoying an ice cream, that can only be found in the real world.

The campaign is composed of a beautiful short film featuring the journey of an avatar who puts on virtual reality goggles to escape to the real world. Whilst she familiarises herself and becomes fascinated with the real world, she is presented with a Magnum ice cream that is impossible for her to bite into and enjoy. After realising this, she removes the goggles in frustration and the line ‘Not available in the Metaverse’ appears.

To launch and amplify #NotAvailableInTheMetaverse, Magnum has partnered with carefully selected virtual influencers who have 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 will also be showcased at Metaverse Fashion Week in Decentraland. A virtual showcase of pioneering new technology and creativity, the event generates billions of impressions on a global scale and provided Magnum with the perfect platform on which to celebrate the launch of the film.

This campaign has also been amplified on a local market level, through tactics including local delivery partner integration and Twitch Viewing Party of the new film with discount codes.

Tomas Ostiglia executive creative director, LOLA MullenLowe Madrid, comments: "The metaverse, even today, in its development phase, generates many expectations, but also many doubts. As Magnum is the ice cream brand that celebrates real pleasure, we saw it as a great opportunity to take advantage of the wave of doubts about the metaverse to continue building the brand's positioning, specifically towards this community." 

Sara Paixao, global Magnum digital brand manager said: ¨As a brand, we stand for pleasure, and the reason we stand for pleasure to begin with is because of the unique indulgent experience of biting into a Magnum Ice Cream. We believe pleasure can be found in both the offline and the online worlds. 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. That’s why we have created Magnum virtual goggles, that when used, lead to a discount on Magnum in the moment, in the real world¨.