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Miley Cyrus Sheds Some Layers for Virtual Concert Campaign from Magnum

The IPG collective, led by LOLA MullenLowe, creates innovative 8D sound experience with Multi-Platinum selling recording artist, Miley Cyrus, to inspire fans to be true to pleasure

Miley Cyrus Sheds Some Layers for Virtual Concert Campaign from Magnum

 In a truly collaborative effort, LOLA MullenLowe Madrid, MullenLowe Profero, GOLIN and ITB Worldwide have brought an unparalleled experience to life for Magnum ice cream, the world’s authority on pleasure. Miley In Layers is a creative and innovative partnership with Multi-Platinum selling recording artist, songwriter and trailblazer Miley Cyrus. 

On the 10th of June 2021, for the first time ever, Miley will perform a very special virtual concert mastered in 8D sound to show the world that Pleasure Has More Than One Layer. The Miley x Magnum live performance on YouTube will see her play some of her biggest hits from her recent album ‘Plastic Hearts’ as well as an exclusive cover of 80’s hit ‘Midas Touch’ by Midnight Star re-mastered as Miley’s Touch. The immersive 8D sound technology creates the sensation that Miley is live in the room with you, when played through headphones. 

MullenLowe Profero, the global customer experience agency, has overseen the digital innovation for Miley in Layers enabling all audiences to engage with Miley’s performance like never before. Audience participation will be available across a myriad of channels, including both Instagram and Snapchat lenses, alongside a lip-sync challenge produced in partnership with Google and Bit.Studio. This innovative piece of machine learning allows users to lip sync to Miley’s exclusive track, and receive results based on their performance. Individuals can then post a shareable gif to their social media channels. MullenLowe Profero also designed the campaign website, a series of tailored CRM emails to engage the audience pre- and post-performance alongside a toolkit of digital assets.

Magnum’s collaboration with Miley continues the brand’s long heritage of partnering and championing inspiring creative disruptors that break down barriers across music, art and culture in the pursuit of being true to themselves, encouraging others to do the same.

LOLA MullenLowe Madrid has been the creative agency of record for Magnum ice cream for over 12 years, delivering ideas that inspire, enable and dare people to take a moment of pleasure for themselves.

“This year, we brought creativity and innovation together seamlessly. Pairing Magnum's most decadent ice cream with one of the most iconic pop artists ever, in a live stream with 8D sound technology was a challenge, but the result is one of the most innovative digital experiences we've created for the brand." Says Tomás Ostiglia, executive creative director, LOLA MullenLowe Madrid.

MullenLowe Profero has worked closely alongside LOLA MullenLowe as Magnum’s lead digital agency for seven years. 

Rachel Wells, executive creative director at MullenLowe Profero said, “Our long-standing relationship with Magnum has seen us push the digital boundaries year in, year out. This year has been our biggest test yet with an innovation led campaign featuring Miley Cyrus. Working with our partners Google and Bit.Studio we have been able to develop an engaging and interactive brand experience across social, video, web and CRM.”

GOLIN has been the Global Comms agency for Magnum for 12 years and has played a pivotal role in building brand equity and relevancy in the worlds of fashion, lifestyle and music. 

Sophia Boudjemaa, executive director at GOLIN said, “We are proud to have partnered a series of industry trailblazers across fashion, film, art and music to deliver Magnum’s point of view on pleasure, globally, for more than a decade. It has always been our collective ambition to communicate the brand’s ethos in a way that is authentic and credible but also fun and aspirational. The past 18 months has changed the way consumers engage with brand comms and we are incredibly proud of how we have collaborated with our IPG partners to deliver a campaign that is a first of its kind for Magnum.”  

The Miley In Layers concert will stream via YouTube premier on 10th June at 7.30pm BST / 8.30pm CET to watch, tune in here.

Learn more about the #ShowYourLayers campaign and view the campaign Magnum’s Instagram channel @Magnum and website

Featured Companies: MullenLowe Profero

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Global Brand Vice President, Magnum: Julien Barraux

Global Brand Director, Magnum: Ben Curtis

Global Brand Manager, Magnum: Tugce Aksoy

Global Assistant Brand Manager, Magnum: Rosie Festus

Global Digital Experience Lead, Magnum: Sara Paixão

Creative Agency: LOLA MullenLowe

Executive Creative Director: Tomás Ostiglia

Managing Director: Tom Elliston

Creative Directors: Kevin Cabuli, Jorge Zacher

Supervisores Creativos: Manu Castillo, Enrique Torguet

Designer and Art Director: Yan Graller de Oliveira

Copywriter: Kiki Holshuijsen

Global Account Directors: Flora Bell, Oscar Fernandez-Baca

Account Supervisor: Mar Roig

Head of Production: Felipe Calviño


Production Company: The Good Company

Executive Producer: Brian Welsh

Director: Vijat Mohindra

Editor: Vijat Mohindra / Manuel Dondas

Post Production: Serena

Music partner: Big Sync

Music Supervision: Andrew Stafford & Philip Lawlor

Photographer: Vijat Mohindra

Photography agent: Pam Katz/Geoff Katz for CPi

Digital Transformation

Digital Transformation Agency: MullenLowe Profero (part of MullenLowe Group UK)

Executive Creative Director: Rachel Wells

Group Account Director: Lucy Hollingsworth

Account Director: Ben Selby

Account Manager: Jessica Parish

Account Manager: Lucy Coleman

Strategy Director: Rowan Kisby

Art Director: Ellie McCulloch

Lead Copywriter: Helen Sharp

Senior Copywriter: Karen Munnis

Senior UX Designer: Florence Opara

Lead UX Designer: Jessi Talbaba

Designer: James Ring

Designer: Emrah Onal

Designer: David Nwokedi

Senior Project Manager: Gwen Penverne

Head of Digital Production: Karen Franklyn

PR Agency

Global PR Agency: GOLIN

Executive Director, SVP: Sophia Boudjemaa

Senior Manager: Bayley Kite

Talent Agency: ITB Worldwide

Senior Account Manager: Georgia Iliff

Senior Account Director: Jan Taubert

Media Agency: Mindshare

Category: Food , Frozen Food