Challenge

To build fandom and cultural relevance for Magnum and its NPD, Magnum Remix, by tapping into music and fashion culture.

The Work

As part of an integrated IPG team, we remixed Kylie’s 2001 classic 'Can’t Get You Out of My Head’ with South Korean dance music icon Peggy Gou. We launched the collaboration at Magnum's space at the Cannes Film Festival and across earned, owned and paid.

Impact

The track was streamed 6.4M times, becoming the second most consumed track for both artists and creating a cultural moment. The campaign generated r 457M reach and 1.2K pieces of coverage across 89 global markets, becoming the 3rd most talked about brand in Cannes.