According to a study conducted by Nielsen, it is predicted that over the next five years, people will spend an average of four hours per day engaged in virtual experiences that are disconnected from reality, potentially leading to a detachment from authentic experiences. However, Magnum's campaign to encourage people to prioritize real-life experiences can help combat this trend and remind individuals of the joy that comes from engaging with the tangible world. By promoting the value of real experiences, Magnum is encouraging individuals to disconnect from virtual reality and find greater fulfillment in the joys of the world around them.

We began the #NotAvailableInMetaverse movement to encourage thousands of avatars to break free from the metaverse and indulge in the taste of real ice cream in the tangible world. Our campaign was kicked off with a beautifully short film about a virtual avatar, who uses VR goggles to escape to reality in search of authentic pleasure.

After sharing her story, we invited people to follow in her footsteps and experience the joys of real-life experiences. As part of our campaign, we also developed the first-ever virtual VR goggle as a wearable on Ready Player Me. This innovation allowed over millions of users to customize their avatars and receive a code for a real Magnum ice cream in the physical world.

To remain relevant in a world that alienates our product, Magnum had to think outside the box. We had to find a way to tap into a space where people are spending more and more time - the metaverse. But not to get lost in the metaverse, we entered with a purpose: to bring people back to reality and remind them of the simple pleasures of life.

Magnum's mission is to encourage everyone to pursue what brings them pleasure, whether in the real world or the virtual one. With our ice cream metaverse campaign, we aimed to break through the digital noise and promote the importance of real-life experiences. By providing virtual reality experiences that culminated in tangible real-world rewards, such as a real Magnum ice cream, we bridged the gap between the virtual and physical worlds and reminded people of the joy that comes with engaging in authentic experiences

At a production level, motion capture of a real person was used, and a 3D model was created in Metahuman using the captured data. The scenarios were developed using the Unreal Engine. The live action footage was shot at Keleti Station in Budapest, featuring actress Dorcas Coppin in a train built on set and designed by Peter Grant.

Thanks to the capabilities of Metahuman, the team was able to quickly produce a high-quality CG asset that the director and client were thrilled with, and which worked seamlessly with the live-action footage. Motion capture was also utilized to create an early representation of the film, serving as a foundation for refining the animation and environment design.

Although Unreal has its limitations, the team found new and innovative ways to work around these obstacles. Understanding these limitations and finding creative solutions was essential to the success of the project.

In just one week, Magnum's ice cream metaverse campaign achieved outstanding results. With a social reach of 363 million, the campaign generated over 7.8 million impressions and 62,701 live views. The campaign also made a significant impact on the metaverse world, as we managed to hack into 14 different metaverses. By partnering with renowned virtual influencers, such as @oseanworlds and @yameiionliine, who embodied our message of breaking free from the virtual world, we were able to reach a wider audience and inspire more individuals to disconnect from the metaverse and indulge in real-life pleasures, like the delicious taste of Magnum ice cream. Our innovative approach to influencer selection, coupled with the development of the first-ever VR goggles to use inside the metaverse, made our campaign stand out and achieve unprecedented success.