MullenLowe Madrid’s new work for Magnum tells us – as if we’d like reminding – that nothing fairly compares to the thrill 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 information 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 direction of the net 3D universe.
Possibly they had been simply forward of their time, however the metaverse has thus far didn’t reside as much as its promise, due to prohibitive prices and underwhelming demand.
Meta shares have nosedived and Zuckerberg has refocused (however not renamed) the enterprise, whereas Disney has not too long ago discontinued its metaverse division and Microsoft has achieved the identical, investing as an alternative 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 will not be, but, obtainable within the digital world. So, within the meantime, we wished 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 additionally many doubts. As Magnum is the ice cream model that celebrates actual pleasure, we noticed it as an important alternative to reap the benefits of the wave of doubts in regards to 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 problem setting boundaries between their on-line and offline lives.
Media is by Mindshare and PR by Golin.
MAA inventive scale: 6
