Magnum has launched the largest-ever 3D OOH campaign in the UK to celebrate its new flavour innovations, Euphoria and Chill.

As a result, the campaign will run across 324 locations, including London’s Piccadilly Lights, Birmingham’s New Street, Liverpool’s Media Wall and Printworks, Manchester.

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In partnership with creative agency MullenLowe, the campaign aims to offer audiences a blend of the physical and digital worlds, immersing them in the new flavours.

The Pleasure Express 3D OOH creative kicks off the brand’s summer campaign to support the launch of NPD Magnum Euphoria Pink Lemonade and Magnum Chill Blueberry Cookie – two of the new flavours launched by the brand, which encourages Pleasure Seekers to choose which world they want to explore and taste the new creations.

Magnum UK Brand Manager, Daniel Lythgo, said: “We are beyond excited to finally share this campaign, a first for Magnum and utilising immersive 3D creative at record scale in the UK. 3D OOH felt like a brilliant fit with our latest campaign, designed to immerse consumers in the fanatical world of our latest innovations – Euphoria and Chill.”

DOOH Executive Producer, Jessica Rodgers added: “Anamorphic techniques give a new narrative and volume to a creative that extends the reality past the 4th wall.”

“This new extension of storytelling adds a layer of exploration for a more compelling visual experience. This creative lends itself well to the format of 3D DOOH for the vibrance, opulence and recognition that Magnum signifies.”

She continued: “By pushing past the frame and into our world Magnum has cemented itself for its remembrance as a brand, but also from a new format of advertising through a new innovative technical portrayal.”