Thu, 19 May 2022 14:08:19 GMT
In a truly collaborative effort, LOLA MullenLowe, GOLIN London, MullenLowe Profero have brought together legendary chart topper Kylie Minogue and South Korean dance music icon Peggy Gou as part of an innovative collaboration with Magnum ice cream.
The centre point of the collaboration, which launched today at Magnum’s home at Cannes Film Festival, is a supercharged and rearranged version of the 2001 classic ‘Can’t Get You Out of My Head’, two decades after the single’s debut. Not stopping there, the accompanying music video for ‘Kylie Minogue - ‘Can’t Get You Out of My Head (Peggy Gou’s Midnight Remix)’ is a unique blend of old and new which sees the original version reimagined, with Kylie’s iconic white jumpsuit driving through the streets in a yellow De Tomaso Mangusta, remixed with Peggy’s Korean pop culture influences. Magnum has worked with Seoul-based Seo Inji, who has brought her own unique illustration style to create a truly remixed version of the music video.
The Classics Can Be Remixed creative supports the brand’s summer NPD Magnum Remix – three brand new flavours inspired by Magnum’s classics range – resulting in a fully integrated campaign across earned media, paid digital, paid and organic social and influencer channels.
The globally activated campaign, with music from Big Sync Music, has a strong social leaning with a number of carefully planned activations in order to create reach and impact for the campaign. Carefully selected influencers attended the launch at Cannes Film Festival, documenting and capturing the reveal of the remix through their own authentic content. With TikTok as key partner for the campaign, influencers were also taught the original Can’t Get You Out of My Head dance which created talkability and engagement for the campaign with younger demographics.
Magnum’s collaboration with Kylie and Peggy Gou 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.
“Having the chance to bring together two big stars of popular culture, the icon that is Kylie Minogue and the freshness that is Peggy Gou, to prove that classics can be remixed, has been such an enjoyable process. Being able to play with both laying both the song – Can’t Get You Out of My Head as well as the video itself is not something that many brands can do. Thank you Magnum for letting us go that step further and take pleasure to unexpected places.” - Tomás Ostiglia executive creative director, LOLA MullenLowe Madrid.
Katie – Jo Flynn, executive director at GOLIN London said: “Bringing Magnum together with culturally relevant names such as Miley Cyrus and Halsey is something we have done for many years, but what was needed for 2022 felt different. Today, branded talent collaborations need to feel authentic, unexpected and most importantly have a strong narrative that underpins the content, I’d say this year we’ve set a high bar. Magnum’s Classics Can Be Remixed campaign has not only brought two huge names together but the creative which has been born out of this tripartite collaboration feels truly innovative. The much-needed nostalgia of the noughties remixed with the freshness of 2022 is just what Pleasure Seekers need this summer.”
Genres: People, Music & Sound Design
Categories: Food, Desserts1stAveMachine, Thu, 19 May 2022 14:08:19 GMT