Friday, June 2, 2023

He remembers that his pleasure was not available in the metaverse

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29/03/2023 · 08:17

(Updated: 03/29/2023 12:29)

The development of the digital universe opens up a whole range of possibilities for connecting with users in the online ecosystem, but at the same time it presents numerous challenges. One of the main things is to transfer some of the experiences of the face to the said environment.

The idea behind the ice cream brand of the latest war, titled “Not available in the metaverse.” It was created by agent Lola MullenLowe along with the production company Proppae, and was directed by Martin Werner, director and founder of the production company Bacon.

Producing a digital flight to the real world through Magnum. presents a story

The main part of the campaign, about two minutes long, uses animation and science fiction to convey the idea of ​​some delicious treat, specifically good ice cream, that could never be fully realized in the metaverse.

To do this, he puts his avatar as the protagonist of his story, driving and trying to escape the noise of a futuristic and somewhat dystopian digital world in which cryptocurrencies, hoograms and flying cars seem to be part of everyday life. Not so much real pleasure, so he uses virtual glasses, and some kind of big microchip brand to move the real world, and this way the flavor of the ice cream.

“As it is a great brand of ice cream that celebrates true pleasure, we see that there is a great opportunity to wave doubts around the metaverse to build a brand position, specifically towards this community,” commented Tomás Ostiglia, Executive Creative Director of Lola MullenLowe Madrid according to The Drum.

“We believe that pleasure can be found both in the offline world and in the real world. But the pleasure of eating ice cream is not yet available in the virtual world,” said Sara Paixao, Magnum Global Digital Brand Manager. “Although Magnum is not available in the metaverse, we wanted to encourage everyone to take some time offline and experience the real life joy of enjoying Magnum.”

A balance between the real and virtual worlds

To develop the campaign, Magnum partnered with selected virtual influencers who posted pictures of themselves on their social channels, wearing specially created VR goggles, explaining how they would like to escape the metaverse to experience some of the real joys of life.

In addition, according to the Black Book Book, the visual vision will be presented in celebration of the Metaverse Fashion Week in Decentraland, and will be expanded on a local level, through various methods, including the Twitch Viewing Party of films with discount codes.

Similarly, he created the brand “guide to pleasure” with the intention of helping young people to find a balance between the real and virtual worlds. To do this, neuroscientist Jack Lewis has joined mental well-being to create a tool with simple tips to live a more enjoyable life, both mentally and physically.

Tips for online activity include ten minutes of screen time for every sixty minutes, limiting social media consumption to one to two hours a day; or try to leave the room outside to get a good night’s sleep. On the other hand, online activity tips include prioritizing sleep, exercising at least 30 minutes a day, or carrying out market activities.

Data sheet

  • Client: Unilever
  • Brand: Magnum
  • Expedition: The Metaverse
  • Great Team:
  • Global Ice Cream Chief Marketing Officer: Julien Barraux
  • Global Vice President, Major: Ben Curtis
  • Global Digital Experience Lead: Sara Neves Paixão
  • Global Digital Junior Brand Manager: Federico Russo
  • IC Business & Politics Leader Netherlands: Anne Schreuders
  • Brand Manager Magnum Netherlands: Tobias Sparnaaij
  • Assistant Brand Manager Magnum Netherlands: Stephanie van Horn
  • Ice Cream Now Markeng Specialists Benelux: Kim Lamberts & Yorick Chaudron
  • Lead agency: Lola Mullenlowe (Madrid)
  • Executive Creative Director: Tomas Ostiglia
  • Creative Directors: Kevin Cabuli, Jorge Zacher.
  • Creative Team: Augusto Callegari, Pedro Mezzini
  • Design Director: Yan Graller
  • Art Director/Designer: Alan Chung
  • Managing Director: Tom Elliston
  • Account Director: Catilina Aguirre
  • Account Supervisor: Cristina Panea
  • Head of Strategic Planning: Camila Facín
  • Head of production: Philip Calviño
  • PR Team: Enrique Caballero
  • Production Co: Propertius (MADRID) & Bacon (CPH)
  • Direction: Martin Werner
  • Executive producer: Pablo Martinez
  • Line producer: Cristina Sancayo
  • DOP: Nicolas Bruel
  • Art Director: Peter Grant
  • Wardrobe: Melanie Buchave
  • Operation Production Co.: Film Squad Affairs (Hungary)
  • Service producer: Istvan Major (Pisti)
  • Editor: Rasmus Nyholm Schmidt
  • Post Production / VFX: BaconX
  • Creative Director: Ditte Marie Ludvigsen
  • Executive Creative Director: Jan Twilling
  • Visual Effects Supervisor: Thomas Haas-Christensen
  • Executive Producer: Eliana Carranza-Pitcher
  • Head of production: Cilie Kragegaard
  • Senior VFX & Color Producer: Lorene Lescanne
  • VFX Producer: Emilie Lausch
  • Production vote: Denise Borré
  • Lead Composer: Thomas Banner
  • Composers: Mikkel Hansen, Kai Hauswirth, Oliver Buus, Mario Maruska
  • CG-Lead: Thomas Haas-Christensen.
  • CG Artists: Asger Langhoff, Julia Forsman, Arthur Dalvig, David Ryberg
  • Lessel, Rickard Didriksson
  • Colorist: Hannibal Lang
  • Conform: Søren Knudsen, Oliver Wozny
  • Animation: Gabi Popov, Cathrine Baab Holm
  • Storyboard: Costanza degli Abbati
  • Concept design: Emma Bielokostolská
  • Motion Capture Studio: Copenhagen Rig
  • Sound design and mix: ballads
  • A sane thinker and a scoundrel: Hadrianus Aurelius
  • Executive producer: Gregers Maersk Moeller
  • PR: Golin
  • Digital Transformation Agency: MullenLowe Profero (part of MullenLowe Group UK)
  • Media Agency: Mindshare
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