SHANGHAI, CHINA – 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 flavor with a playful twist. The main objective of the campaign was to launch the highly anticipated Japanese matcha flavor in mainland China while increasing the brand’s awareness in a particularly competitive market. This was the first flavor 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.
CREDITS
Agency: Fred & Farid Shanghai
Client: Magnum Ice-Cream
Chief Creative Officers: Fred & Farid
Executive Creative Director: Feng Huang
Associate Creative Director: Jean-Baptiste Le Divelec
Copywriter: Sihan Jin
Art Director: Dagny Rozniak
Brand Strategists: Karen Ge, Si Liu
Agency Supervisor: Chelsea Lin, Sherry Zhang
Agency Producer: Tilda He
Client: Unilever / Magnum China
Vice President, Food & Refreshment North Asia: Benny Xu
Marketing Director: Terrence Wu
Senior Brand Manager: Aubrey Xu
Assistant Brand Manager: Min Lim
Assistant Brand Manager: Vicky Xu
Production: Nion Tokyo
CEO: Moriya Takayuki
Producers: Yumi An/ Yuna Hori/ Kosuke Onishi/ Lin Yin
Line Producer: Nobuki Ogawa
Print Producer: Shion Kimura
Director: Chris Rudz
Director of Photography: Andrzej Rudz
Photographer (Key Visual): Genki Ito
Photographer (Social Posters): Yusuke Kusaba
Art Director: Motty
Post-Production: Cutters studios
Editors: Luc-Yan Picker/ Ruri Abe
CGI artist: Ani-cafe
Credits (Magnum global footage):
Director: Martin Werner
D.O.P : Nicolaj Bruel
Production Company: Proppa
Executive Producer: Pablo Martínez
Art Director: Peter Grant/Pancho Chamorro
Wardrobe: Melanie Buchave/Lucia Lopez Spinola
Editor: Filip Malasek / Robota
Post House & Colorist: Bacon X
