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

Creative 507 Add to collection

With Fred & Farid Shanghai, the new campaign is following the Magnum global creative platform 'Never Stop Playing'

Magnum China Partners With Virtual Human for Tasty Launch of New Flavour 'Magnum Matcha'
Magnum China has partnered with imma, the most famous Virtual Human in Asia, and Fred & Farid Shanghai to launch its new flavour Magnum Matcha, available in 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 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. 

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Agency: Fred & Farid Shanghai

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

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

Categories: Food, Desserts

FRED & FARID, Thu, 27 Aug 2020 16:54:00 GMT