Title | JVKE - golden hour (ft. The Sun) |
Agency | LOLA MullenLowe |
Campaign | Pleasure Is Always On |
Advertiser | Unilever |
Brand | Magnum |
Date of First Broadcast/Publication | 2023 / 6 |
Business Sector | Ice Cream |
Philosophy | 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. With TikTok as key partner for the campaign – streaming the panel Q&A in order to reach millions of Pleasure Seekers worldwide - influencers also participated in a TikTok challenge kick-started by JVKE on his channel which created talkability and engagement for the campaign with younger demographics. Mindshare has worked closely with Aircards and Magnum to develop a first of its kind WebAR experience – Magnum: You ft. The Stars. Through the first global commercial use of AR sky mapping, this web app allows users to create their own unique track in collaboration with real stars across the galaxy, helping Pleasure Seekers across the world join the celebrations and channel their inner Starchaser. Magnum’s collaboration with JVKE continues the brand’s long heritage of partnering and championing inspiring creative disruptors that break down barriers across music, art and culture, pushing the boundaries of creativity in this universe and beyond. The campaign encourages the world to indulge in the sweet escape of music and embrace the taste of iconic summer moments at any time, be it day or night – because this summer, pleasure truly is always on. |
Media Type | Branded Content |
Length | |
Soundtrack | Golden Hour (ft. the Sun) [Sunlover-Starchaser Edit]. by JVKE |
Production Company | Chief Productions |
Advertising Manager | Julien Barraux |
Advertising Manager | Ben Curtis |
Advertising Manager | Tugce Aksoy |
Advertising Manager | Sara Paixão |
Advertising Manager | Rosie Festus |
Advertising Manager | Ying Hu |
Advertising Manager | Federico Russo |
Advertising Manager | Willem Van Isselmuden |
Advertising Manager | Sarah Mansfield |
Advertising Manager | Sophie Sanderson |
Executive Creative Director | Tomás Ostiglia |
Creative Director | Kevin Cabuli |
Creative Director | Jorge Zacher |
Creative Team | Josefina Mateo |
Creative Team | Augusto Callegari |
Creative Team | Pedro Mezzini |
Creative Team | Beatriz Zambrano |
Creative Team | Leticia Diaz |
Creative Team | Daniela González |
Creative Team | Ezequiel Scarpini |
Design Director | Yan Graller de Oliveira |
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 Facin |
Head of Production | Felipe Calviño |
Agency Producer | Jorge Saade |
Public Relations | Enrique Caballero |
Public Relations | Gabriella Nuñez |
Music | Big Sync Music |
Music Producer | Alex Metric |
Music Producer | Robert Alexander |
Client Services Director | Lauren Thackray |
Executive Creative Director | Commie Mcmullen |
Music Licensing | Lisa James |
Business Director | Lauren Gray |
Account Director | Samar Rezvan |
Senior Project Manager | Gwen Penverne |
Strategist | Omari Green |
Designer | Katrina Sawyer |
PR Agency | Golin / Harris International |
PR Executive Director, EVP | Katie - Jo Flynn |
PR Director, VP | Lloyd Abbott |
PR Senior Manager | Amy Rees |
PR manager | Lizzi Shearman |
Influencer Lead | Jessie May Brooks |
Influencer Manager | Migle Kriauciunaite |
Media Agency | Mindshare Europe |
Global Lead, Media | 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 |
Director | Joe Conor |
Executive 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 |
Director of Photography (DOP) | Ben Magahy |
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 |
BTS | 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 | Artisam Bespoke Catering |
Dancer & Choreographer | Emma Farnell-Watson |
Dancer | Caterina Danzico |
Credits | Dr Robert Alexander |
Pianist | Daniel Mahoney |
Post-production Producer | Willem Wyatt |
Lead Editor | Jacques Simon |
Editor | Paul Ferdenzi |
Assistant Editor | Dylan Miller |
Colorist | George Kyriacou |
Sound Designer | Ed Downham |
Online Editior | Paul Willis |