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London/Madrid, June 9th 2023: In a truly collaborative effort, LOLA MullenLowe, GOLIN London, BigSync, MullenLowe and Mindshare have pushed the boundaries of creativity with Magnum’s summer campaign. To launch the new summer flavours, Magnum Double Sunlover and Magnum Double Starchaser, the agency collective has created a stellar collaboration between TikTok star, JVKE and the biggest star in the solar system: the sun. JVKE’s viral song “Golden Hour” has been reimagined as a summer anthem using Nasa’s data library to create the sounds of the sun. The reimagined track presents a truly out-of-this-world sound experience through the process of data sonification which Magnum developed with Dr Robert Alexander, a solar data sonification specialist who has teamed up with NASA in the past, to turn raw data from NASA’s audio library into sounds. To ensure the track had commercial viability, well respected music producer Alex Metric was enlisted to help produce the track and take the slow paced, ethereal Golden Hour and transform it into an upbeat summer anthem. The track created by the musical duo is being supported with a global multichannel campaign over the summer to take help it climbs through the charts. The song, available on all streaming platforms and on Tik Tok, was revealed to the world today at Magnum’s home in Cannes - where the brand has taken residence for the last decade. The brand hosted a live panel discussion in Cannes with x300 global media in attendance to launch the song, entitled ‘Boundless Creativity in Music’ discussing the growing need for innovation in music. JVKE and Dr Robert Alexander were joined by multi-platinum selling performer and musical mentor Nicole Scherzinger who discussed the need for creativity in music from her own time as a pop sensation right through to her mentoring days on shows such X Factor. The Pleasure Is Always On creative supports the brand’s summer NPD launches Magnum Double Sunlover and Magnum Double Starchaser – two all-new flavour innovations inspired by iconic summer moments – resulting in a fully integrated campaign across earned media, paid digital, paid and organic social and influencer channels. The globally activated campaign has a strong social leaning with several planned activations in order to drive reach and impact for the launch. Over x100 global influencers attended the launch at Cannes Film Festival, documenting and capturing the reveal of the new track through their own authentic content.
Credits
Other credits
Client
Chief Marketing Officer, Ice Cream: Julien Barraux
Global Brand Vice President, Magnum: Ben Curtis
Global Marketing Manager, Magnum: Tugce Aksoy
Global Brand Manager, Magnum: Sara Paixão
Global Brand Manager, Magnum: Rosie Festus
Global Junior Brand Managers: Ying Hu, Federico Russo
Global Digital Experiences: Willem Van Isselmuden
Unilever Media
Global Head of Media & Media Operations Lead, Ice Cream – Sarah Mansfield
Global Media Director, Ice Cream -Sophie Sanderson
Agency
Design Director: Yan Graller
Art Director/Designer: Alan Chung
Designer trainee: María Sancho
Managing Director: Tom Elliston
Account Director: Catalina Aguirre
Account Supervisor: Cristina Panea
Head of Strategic planning: Camilla Facín
Head of production: Felipe Calviño
PR Team: Enrique Caballero/ Gabriella Nunez
Music Partner: Big Sync
Name of the track: Golden Hour (ft. the Sun) [Sunlover-Starchaser Edit]
Artist/composer – JVKE
Producers: Alex Metric and Robert Alexander
Client Services Director: Lauren Thackray
Executive Creative Director: Commie Mcmullen
Music Licensing: Lisa James
Integrated Communications Agency MullenLowe (part of MullenLowe Group UK)
Business Director: Lauren Gray
Account Director: Samar Rezvan
Senior Project Manager: Gwen Penverne
Strategy: Omari Green
Designer: Katrina Sawyer
Global PR Agency: Golin London
Katie - Jo Flynn – Executive Director, EVP
Lloyd Abbott – VP Director
Amy Rees – Senior Manager
Lizzi Shearman – Manager
Jessie May Brooks – Influencer Lead
Migle Kriauciunaite – Influencer Manager
Media and Innovation Agency: Mindshare
Global Lead Ice Cream - Andrew Lloyd
Global Strategy Director - Mayamiko Kulemeka
Global Strategy Manager - Kevin Lesueur
Global Strategy Senior Executive - Sakshi Mathur
Business Director, Digital Planning & Strategy - Matteo Conti
Account Director, Outcomes - Matthew Hilliard
Paid Social Director - Jessica Mahon
Paid Social Manager - Aoibheann Rothwell
Paid Social Executive - Sandy Sanchez
Programmatic Director - Joe Allison
Programmatic Executive - Josh Gilbert-Weavers
Joint Head of Invention Worldwide - Arthur O’Neill
Creative Media & Tech Director - Anna Pizarro
Invention Director - Chris Knott
Production
Exec Producer: Colin Offland
Producer: Nick Trainor-Crossley
Production Manager: Ellie Bonner
Production Manager: Alex Miguel-Guerreiro
Production Assistant: Billy Offland
1st AD Terry McShane
Runner: Joe Owen
Runner: George Wroe
Runner: Jack Ward
1st AC: Danny Mendieta
2nd AC: Jess Oxley
Steadicam: Sebastian Joly
Grip: Dave Leigh
Playback Operator: Matt Hewitt
DIT: Faisal Muhammed
Gaffer: Nick Platt
Spark: Alex Watson
Spark: Ian Stevens
Spark: Charlotte Stevens
Desk Operator: Howard Dean
Media Server Tech: Sam Sutcliffe
LED Tech: Steve Sutton
Sound Recordist: Mark Povey
Behind the Scenes. Simon Lawson
Production Designer: Marc Ingham
Props Buyer: Ruth Jones
Standby Props: Will Gale
Standby Props: Keith Hufton
SFX: Martin Jones
Food Stylist: Nick Walsh
Wardrobe Stylist: Gemma Harrison
Wardrobe Assistant: Beth Ross
Make-up Artist: Elaine Lynsky
Make-up Artist: Ruchi Ratna
Unit Driver: Graduitude
Catering Company: Artisam Bespoke Catering
Dancer & Choreographer: Emma Farnell-Watson
Dancer: Caterina Danzico
Himself: Dr Robert Alexander
Pianist: Daniel Mahoney
Post Producer : Willem Wyatt
Lead Editor: Jacques Simon
Editor. Paul Ferdenzi
Edit Assistant: Dylan Miller
Colourist: George K
Sound Design: Ed Downham
Online Editor: Paul Willis
