Miley by Magnum: introducing Miley in Layers

June 7, 2021

In a truly collaborative effort, IPG agencies GOLIN, LOLA MullenLowe Madrid, MullenLowe Profero and ITB Worldwide have brought an unparalleled experience to life for Magnum ice cream, the world’s authority on pleasure. Miley In Layers is a creative and innovative partnership with Multi-Platinum selling recording artist, songwriter and trailblazer, Miley Cyrus.

Magnum has always believed that a day without pleasure is a day lost. So, with a way to go before mass in-person performance becomes commonplace again, we wanted to bring fans together for an immersive experience to indulge in the universal pleasure of music.

On the 10th June 2021, for the first time ever, Miley Cyrus, will perform a virtual concert mastered in 8D sound to show the world that with Magnum, Pleasure Has More Than One Layer. The Miley In Layers 8D performance will see her play some of her biggest hits from her recent album ‘Plastic Hearts’ as well as an exclusive cover of 80’s hit ‘Midas Touch’ by Midnight Star re-mastered as Miley’s Touch especially for the global collaboration.

The immersive 8D sound technology creates the sensation that Miley is live in the room with you, when played through headphones, and will be available to watch via YouTube, offering fans all over the world a moment to indulge in the universal pleasure of music.

In Miley’s words, “I hope this campaign with Magnum inspires everyone to embrace their own layers and proudly go after whatever it is that brings them pleasure”.

Magnum’s collaboration with Miley 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.

Golin has been the Global Comms agency for Magnum for 12 years and has played a pivotal role in building brand equity and relevancy in the worlds of fashion, lifestyle and music and is excited to bring this new era of Magnum to life.

The Miley In Layers concert will stream via YouTube premier on 10th June at 7:30pm BST / 8:30pm CET, to watch, tune into www.youtube.com/mileycyrus.

To learn more about the #ShowYourLayers campaign, head to Magnum’s Instagram channel @Magnum or mileybymagnum.com