Magnum Partnered with JVKE Featuring THE SUN to Promote Pleasure is Always on Campaign

Jun. 09, 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.  

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.  

Tomas Ostiglia Executive Creative Director, LOLA MullenLowe Madrid said:

"Once again the Magnum event at Cannes allows us to carry out a dream, mix science with art and collaborate with NASA through Robert Alexander in partnership with the acclaimed TikTok artist, JVKE. One more step of a brave brand defining its territory: Pleasure."

 

Katie – Jo Flynn, Executive Director at GOLIN London said:

"This campaign is a brilliant example of pushing the boundaries of what’s possible whilst being smart and considered about how to truly engage a Gen Z audience. This campaign’s success comes from the impactful partners and the social first approach to earned media."

 

Arthur O’Neill, Joint Head of Invention Worldwide at Mindshare said:

"It’s a privilege to partner with Magnum for another Cannes celebration, and find yet again new ways to engage Pleasure Seekers. Through truly agile planning and some AR magic, this influencer-led campaign puts Magnum at the heart of culture and conversations."

 

Justin "Commie" McCullen, Executive Creative Director, Lauren Thackray, Client Services Director at BigSync said:

"Magnum continues to push the boundaries of how a brand and artist partnership can look and it’s an absolute privilege to work with such a talent as JVKE and his amazing song Golden Hour."