Magnum China Partners With Virtual Human for Tasty Launch of New Flavour 'Magnum Matcha'

This new campaign is following the Magnum global creative platform 'Never Stop Playing', an attitude about being true to your pleasure – whatever it is. The luxury ice-cream brand wanted to put an accent on the Japanese origin of the new matcha flavour with a playful twist.

The main objective of the campaign was to launch the highly anticipated Japanese matcha flavour in mainland China while increasing the brand’s awareness in a particularly competitive market. This was the first flavour created specifically for the Chinese market.

Fred & Farid Shanghai, Magnum's lead agency in China, has developed a campaign based on a very unique collaboration between the brand and imma, the most famous Virtual Human in Asia from Japan, produced by Aww Inc. With her very distinct energy, character, and look she is the perfect model to recall the Japanese cultural dichotomy. 

The agency imagined an entire campaign with a TVC, key visuals, social content, and promotional sites with imma as the main brand ambassador. #NeverStopPlaying is about daring to be yourself without worrying about anyone’s judgment. In the TVC, we can discover the eye-catchy Imma having fun and riding a longboard among the surprised crowd of the Japanese megalopolis while enjoying her Magnum matcha Ice-cream.