The Challenge
As metaverse obsession peaked, people were expected to spend over 4 hours a day in virtual reality, trading real life experiences for digital ones. For a brand built on physical, sensory pleasure, that was an existential threat.
Magnum
Not Available in the Metaverse
Not Available in the Metaverse
How we made avatars break free from the metaverse for a real-life ice cream.
The Crazy Ambition
To prove that the digital world can never compete with real life pleasure.
The Idea
The campaign flipped the narrative, showing a virtual girl that tries everything she can to enjoy a real Magnum. We challenged people’s perception on digitalization and virtual life, reminding them some pleasures are only available in real life, not in the metaverse.
