Lowe Brindfors (SWEDEN)
|Magnum Ice Cream, "Pleasure Hunt Across Amsterdam"||39-01992-INT|
Agency (city): Lowe Brindfors, Stockholm
Creative Director(s): Patrik Westerdahl, Petter Lublin
Copywriter(s): Henrik Haeger
Global Senior Vice President, Magnum: Mick van Ettinger
Global Brand Development Director, Magnum: Sophie Galvani
Global Senior Brand Development Manager, Magnum Digital and Social Media: Alper Eroglu
Global Assistant Brand Development Manager, Magnum Digital & Social Media: Camilla Scognamiglio
Web design: Ellinor Bjarnolf, Rasmus Sjöborg
Strategy Director: Oscar Erlandsson
Account Director: Tina Jarlerud
Digital producer: Lisa Flacké
Digital producer: Sofia Jönsson
Account Manager: Jessica Nordlund
Account Manager: Emma Branting
Technical producer: Tobias Löfgren
Production AR application: Monterosa
Production website: B-Reel/B-Reel Films
In 2011 we created "Pleasure Hunt", a homage to classic platform games, using the Internet as the playground. The brief 2012: To further reinforce the brand promise “For pleasure seekers” and introduce a new member of the Magnum family: “Magnum Infinity”. But how do you take it to the next level if the first version “claimed” the whole Internet? You bring it to the real world.
With Augmented Reality combined with Google maps and the iPhone’s GPS/Gyro functionality we created a phone application that allowed people, in a real life version of Pac Man, to run the streets of Amsterdam and collect the ingredients of the Magnum infinity. But instead of ghosts as in the original, the players where chased by greedy mouths trying to eat the chocolate before you.
A tailor-made version for a specific city gives a more accurate experience in terms of positioning which wouldn’t be possible with a global version. This way we know exactly how the game field would look and could map out every building and street on Google maps. The result is the illusion that objects, as the greedy mouths could literally appear from behind a corner starting to chase you. The application was supported by an event, with a Magnum headquarter, where people could change their points in to a Magnum Infinity.
The Magnum Infinity is the new launch from Magnum in 2012, and one of the biggest launches for Magnum ever. It's a classic Magnum ice cream, made with rare Tanzanian cocoa that gives you a very intense chocolate sensation. The chocolate coating also includes cocoa nibs. Magnum is the biggest ice cream brand within Unilever, and is available across nearly 30 markets globally, from Indonesia to Chile.