The Magnum Pleasure Garden
Unveiling a new flavour
For the launch of their biggest flavour in 2019 (Macadamia Salted Caramel) and a new brand message ‘True To Pleasure’, Magnum tasked Jack Morton Singapore to create a whimsical and immersive launch event that catered to both the media and the public.
Staying true to your pleasure
Before the creative team began conceptualising the experience, we had to define what it meant to be true to your pleasure. In our busy lives, it meant stepping away from the pressures of the everyday to find pleasure in a quiet moment for ourselves.
An oasis of pleasure
We wanted to create a beautiful gentle oasis of pleasure in the heart of the city which anyone can walk by and take a quiet moment of pleasure for themselves. Much like the Garden of Eden, it is a sanctuary filled with greenery and natural furnishings where time just stops and nothing matters but your pleasure.
Guests were provided with a ‘botanist’s journal’ filled with relevant information, accompanying guests on their journey as they catalogued their interaction at each station.
THE IDEA
An oasis of true pleasure that showcases the craft behind the new Magnum Macadamia Salted Caramel.
From bean to ice cream
In order to fully represent the craft behind the new Magnum Macadamia Salted Caramel, we dissected the product down to its essence. Each touchpoint in the experience focused on creating a gentle oasis of pleasure through spatial design while educating guests on various aspects of the ice cream, from ingredients to process.
As they moved through each station, they learnt about the product through interactive games and creating personalised souvenirs they could take home with them.
Done during my time at Jack Morton Worldwide.
Creative Director: Rory Brett
Associate Creative Director: Apolline Picot
Creative Strategy: Joseph Walsh, Nina Loh
Designer: Khaleedah Sairi