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Magnum

Magnum Remixed

Agency: LOLA MullenLowe

Description

In a truly collaborative effort, LOLA MullenLowe, GOLIN London, MullenLowe Profero have brought together legendary chart topper Kylie Minogue and South Korean dance music icon Peggy Gou as part of an innovative collaboration with Magnum ice cream.

The centre point of the collaboration, which launched today at Magnum’s home at Cannes Film Festival, is a supercharged and rearranged version of the 2001 classic ‘Can’t Get You Out of My Head’, two decades after the single’s debut. Not stopping there, the accompanying music video for ‘Kylie Minogue - ‘Can’t Get You Out of My Head (Peggy Gou’s Midnight Remix)’ is a unique blend of old and new which sees the original version reimagined, with Kylie’s iconic white jumpsuit driving through the streets in a yellow De Tomaso Mangusta, remixed with Peggy’s Korean pop culture influences. Magnum has worked with Seoul-based Seo Inji, who has brought her own unique illustration style to create a truly remixed version of the music video.

The Classics Can Be Remixed creative supports the brand’s summer NPD Magnum Remix – three brand new flavours inspired by Magnum’s classics range – 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 a number of carefully planned activations in order to create reach and impact for the campaign. Carefully selected influencers attended the launch at Cannes Film Festival, documenting and capturing the reveal of the remix through their own authentic content. With TikTok as key partner for the campaign, influencers were also taught the original Can’t Get You Out of My Head dance which created talkability and engagement for the campaign with younger demographics.

Magnum’s collaboration with Kylie and Peggy Gou continues the brand’s long heritage of partnering and championing inspiring creative disruptors that break down barriers across music, art and culture in the pursuit of being true to themselves, encouraging others to do the same.

This NSFW professional campaign titled 'Magnum Remixed' was published in United Kingdom in May, 2022. It was created for the brand: Magnum, by ad agency: LOLA MullenLowe. This Film medium campaign is related to the Confectionery, Snacks industry and contains 1 media asset. It was submitted 4 months ago by Brooks: Zoe.

Credits

Global Brand Vice President, Magnum: Julien Barraux
Global Brand Director, Magnum: Ben Curtis
Global Brand Manager, Magnum: Tugce Aksoy
Global Assistant Brand Manager, Magnum: Rosie Festus
Global Digital Experience Lead, Magnum: Sara Paixão

Creative Agency: LOLA MullenLowe
Executive Creative Director: Tomás Ostiglia
Managing Director: Tom Elliston
Creative Directors: Kevin Cabuli, Jorge Zacher        
Design Team: Yan Graller de Oliveira, Alan Chung
Art Director: Pedro Mezzini
Copywriter: Augusto Callegari
Global Account Director: Oscar Fernandez-Baca
Head of Production: Felipe Calviño
Producer: Marina Saro
Agency PR: Saskia van Liempt, Enrique Caballero
Production Company: 1st Avenue Machine
Executive Producer: Kerry Smart
Producer: Kirsty Lane
Production Manager: Nisa Kurti
Director: Tim Brown
Co - Director: Maxime Bruneel
Director of Photography: Jonathan Chou
Editors: Hugo Lemant, Jim Wright, Manuel Dondas

Music partner: Big Sync 
Publisher: Warner Music 

Digital Transformation Agency: MullenLowe Profero (part of MullenLowe Group UK)
Global PR Agency: GOLIN
Katie - Jo Flynn – Executive Director, EVP
Amy Rees – Manager
Lizzi Shearman – Senior Associate
Media Agency: Mindshare

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