Magnum, the authority on pleasure, has launched its most indulgent ice cream yet, the Magnum Double. The campaign is inspired by the part of “our personalities which seeks to make every moment of indulgence count,” read a Unilever press release.
The Magnum Double is available in two decadent flavours – Magnum Double Chocolate and Magnum Double Peanut Butter. To promote the new flavours a campaign will also be launched come June this year. The campaign has already been launched globally in Europe and UK. It was conceptualised with the help of Spanish agency Lola. The campaign will also be running online and on OOH mediums.
“This year, we are especially proud to be collaborating with partners who have truly dared to go double in their indulgences and passions. Releasing their inner beasts and unleashing bolder and stronger creative expressions, we hope Pleasure Seekers are inspired and choose to make the most of their indulgences, starting with the MagnumDoubles Collection,” Susanne Arfelt, country director, Unilever Singapore said.
To celebrate the launch, Magnum partnered four boldly iconic personalities who have all dared to “Release the Beast, Dare to Go Double” in their lives, to present the ultimate indulgent party – Magnum Mansion.
Hosted by the audacious and versatile Yvette King, Pleasure Seekers were challenged from the start to “be daring and go for what you want in life”. With wild projection effects wrapped around each corner of the hall, 72-13 at Mohamed Sultan was transformed into a haven for Pleasure Seekers, reflecting their extravagant moments of indulgence as theyreleased their inner beast into the night.
Inspired by bold prints and patterns, Melissa Celestine Koh styled guests with accessories and apparel from her label, run after, and dished out bold fashion and beauty tips at the Magnum Double Style Lounge. Guests were also given a sneak preview of her latest collection, to be launched later in the year.
On hand to capture the bold and indulgent moments, photography duo Elvina Farkas & Lucas Milone from Anue Studios further brought out Pleasure Seekers’ strong and definitive personalities in stylised portrait sessions to commemorate the night and serve as salient reminders to be bold.
Spinning off the excitement of the night and the energy of the party, co-founders of DJ collective ATTAGIRL! DJ A/K/A and DJ DuriO, delivered mind-blowing beats for yet another layer of indulgence for Pleasure Seekers to enjoy at the Magnum Mansion.
DJ DuriO also collaborated with Magnum for an exclusive soundtrack to kick off the experience at the Magnum Mansion and inspired Pleasure Seekers to “step out of their comfort zones, channel the confidence and positive energy”.
Pleasure Seekers further indulged their taste buds with bold flavours and unleashed their imagination by designing their own Magnum experience, personalising it with animal-print inspired designs and adventurous toppings. For those raring to push their creative boundaries, they were invited to paint personal chocolate masterpieces which were added to a lion sculpture, an embodiment of our Pleasure Seekers releasing their inner beast.
Check out the event here: