MullenLowe Madrid’s new work for Magnum tells us – as if we want reminding – that nothing fairly compares to the fun of the actual world.
The #NotAvailableInTheMetaverse marketing campaign follows an avatar on her annoyed mission to flee the metaverse and benefit from the real-life pleasures of a Magnum.
Unilever has been sensibly tentative in exploring the metaverse, paying consideration whereas remaining cautious of the hype and alert to potential knowledge points.
Mark Zuckerberg, in distinction, could possibly be regretting his determination to go all in. When he rebranded Fb as Meta in 2021, he panicked many entrepreneurs and businesses right into a headlong rush in the direction of the net 3D universe.
Perhaps they have been simply forward of their time, however the metaverse has to this point did not dwell as much as its promise, because of prohibitive prices and underwhelming demand.
Meta shares have nosedived and Zuckerberg has refocused (however not renamed) the enterprise, whereas Disney has just lately discontinued its metaverse division and Microsoft has finished the identical, investing as a substitute in generative AI like ChatGPT.
Unilever, in the meantime, retains its wholesome scepticism. Sara Paixao, international Magnum digital model supervisor, mentioned, “The pleasure of consuming an ice cream shouldn’t be, but, obtainable within the digital world. So, within the meantime, we needed to encourage everybody to take a while offline and expertise the real-life pleasure of indulging in a Magnum.”
Tomas Ostiglia, ECD, LOLA MullenLowe Madrid, mentioned: “The metaverse generates many expectations, but in addition many doubts. As Magnum is the ice cream model that celebrates actual pleasure, we noticed it as an incredible alternative to make the most of the wave of doubts concerning the metaverse to proceed constructing the model’s positioning.”
There are numerous actual world activations, together with a partnership with a psychological wellbeing neuroscientist to launch the Magnum Pleasure Information for younger individuals who have issue setting boundaries between their on-line and offline lives.
Media is by Mindshare and PR by Golin.
MAA inventive scale: 6
