Big Sync Wins Best Music Sync for Magnum's 'Be True to Your Pleasure'

Big Sync Music has won an International Music & Sound Award in the Best Sync (online, viral and ambient advertising) category for Magnum ‘Be True to Your Pleasure’, by LOLA MullenLowe, featuring ‘Umbrella’ by Mechanical Bride. 

The film which was shot in Los Angeles by award winning director Martin Werner and produced by Propaganda/Bacon was premiered at last year’s Cannes Film Festival.  It features a haunting rendition of ‘Umbrella’, by Mechanical Bride, licensed by Big Sync.

Magnum’s brand philosophy is that a day without pleasure is a day lost. In a strategic shift away from hidden, private pleasures to more open, self-expressive ways of enjoyment, Magnum’s ´Be True To Your Pleasure´ puts a spotlight on how one unique group of individuals, including celebrity drag performer and recording artist Willam Belli, embrace their personal pleasure in a courageous way.

Speaking about the sync, Big Sync’s ECD, Andy Stafford, said:  “The decision to use this slower, eerie yet beautiful version of ‘Umbrella’ by British band, Mechanical Bride, was unanimous.  The difficult bit was making it happen.  Jay Z was one of the writers and achieving the necessary clearances was a complicated process. We worked very closely with the creative agency, LOLA MullenLowe, to align creative with any concerns the label and publishers might have had and after long negotiations the result was a licensing deal that worked for everybody, on time and on budget.”

Big Sync CEO, Dominic Caisley said:  “We’re delighted to win another MASA for Magnum.  It just shows the ambition of the brand and agency.  We’d like to congratulate them and everyone else involved in the production.”

Magnum 'Be True to Your Pleasure' also won a Gold Lion at Cannes Lions 2015 in the Film (TV, Cinema) category for sweet food and snacks.