Magnum is once again challenging the ice cream category’s winter slowdown with the launch of the latest evolution of its “Find Your Summer,” created by LOLA Madrid, part of Omnicom Advertising Group.
This winter, the brand goes further, introducing “Schedule the Sun” a simple way for people to capture sunny moments: by booking them directly into their calendars. Through a discount, the campaign tempts consumers to allow calendar events every time the sun is forecast to be out in their areas, turning a fleeting winter craving into a scheduled indulgence.
Rolling out across the UK, France and China, the campaign spans print, social, digital and DOOH, as the brand continues its mission to drive ice cream sales during the winter months and challenge entrenched perceptions of seasonality.
The new campaign comprises six films and six photographic executions, developed in collaboration with acclaimed photographer Leslie Zhang. Produced entirely in black and white, the work uses light and shadow to create elegant, intimate scenes in which rays of winter sunlight fall across a diverse cast of characters, forming shapes that subtly evoke the iconic Magnum ice cream bar silhouette.
Tomás Ostiglia, executive creative director at LOLA Madrid, said, “The original idea came from a simple tension: ice cream sales drop in winter, yet the desire for pleasure doesn’t. This next chapter builds on that platform by turning sunlight into something people can act on – not just a feeling, but a reason to indulge.”
