FT. Troye sivan
Troye Sivan becomes Magnum’s Global Mbassador, dropping three remixes for the ‘Wherever Pleasure Takes You’ campaign.
OBJECTIVE:
Position Magnum as a champion of self-expression and indulgence by enlisting a global music ‘mBassador’ for the ‘Wherever Pleasure Takes You’ 2024 campaign.
RESULT:
Troye Sivan launched his ‘mBassadorship’ at Cannes Film Festival 2024, unveiling three mood-inspired remixes of his song ‘Honey’, each reflecting Magnum’s new flavours – Euphoria, Chill, and Wonder. The event featured global media interviews, a panel hosted by RuPaul’s Drag Race star Nicky Doll, and a VIP party with performances by Mura Masa, MIKA, and Justice.
A multi-channel media push across the UK, Germany, and France amplified the campaign, spanning social and influencer activations. Magnum extended its presence across Troye’s European tour, integrating exclusive content and ‘Pleasure Pass’ promotions, inspiring fans throughout the summer season.
