The Drum Awards Festival - Extended Deadline

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Agency: Jack
Client: MAGNUM
Date: Jun 2019
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Magnum appointed Jack Morton, the global brand experience agency, to bring the Magnum Beauty Store pop-up experience to life in China through concept creation and design. The beauty store took place at the Réel Mall in Shanghai from May 24 to June 9.

The Magnum Beauty Store offered ice-cream enthusiasts and Magnum fans the chance to celebrate the recent launch of its new Double Raspberry flavor. This year, Magnum partnered with Benefit to take guests on a unique journey of indulgence in pleasure and beauty in one complete experience.

The pop-up experience consisted of seven zones, each designed to highlight Magnum’s premium combination of ice-cream and chocolate as well as the partnership with Benefit. Guests had the opportunity to enjoy a series of activities at the store, such as personalizing their own Magnum ice-cream with 16 different toppings and savoring specially-crafted Magnum desserts by chef Brian Tan. At the Benefit Beauty Bar, guests had the chance to test Benefit’s latest products while getting pampered by professional make-up artists.

Guests were immersed into the world of Magnum and Benefit as they journeyed through the experience, which included giant customized ice-cream installations and life-sized Benefit eyebrow pens.

This year, the theme of the pop-up experience was “Release Your Beast”, encouraging guests to discover and free their inner beast to fully indulge in Magnum’s premium ice-cream. Guests engaged with Magnum’s four beasts – a lion, polar bear, leopard and tiger - through an interactive LED wall using augmented reality and a photobooth. The interactive wall immersed guests in a 3D environment in which they interact with the beasts and the photobooth allows guests to take a photo with the beast of their choice. The photos were downloadable for social media sharing.


Agency - Jack Morton

Client - Magnum