The brand Magnum continues to develop its globally award-winning platform “Find Your Summer” with the new campaign “Schedule the Sun”, which transforms winter sunshine into a concrete moment of indulgence. The campaign was created by LOLA Madrid, and its goal is to respond to one of the oldest challenges in the category – the decline in ice cream sales during the winter months.
The platform “Find Your Summer”, which won the Outdoor Grand Prix at the Cannes Lions festival in 2024, redefined the idea of summer as a feeling rather than a season. The new continuation of the idea now goes a step further and introduces a functional component: consumers can opt in to automatic reminders in their calendars every time the weather forecast predicts sunshine in their area.
In exchange for signing up, users receive discounts on the brand’s products, and sunny moments, even in the middle of winter, become a planned ritual of enjoying ice cream.
The creative concept remains faithful to the recognizable visual aesthetic of the platform. The campaign includes six short films and six photographic visuals, shot in black-and-white aesthetics under the direction of photographer Leslie Zhang. Instead of classic summer scenes, the works use contrasts of light and shadow to shape beams of light that resemble the silhouette of a Magnum ice cream.
In the frames, characters appear immersed in dark spaces while narrow beams of winter sunlight break through the scene and gradually illuminate them. In this way, light becomes the central narrative element that suggests warmth and sensuality, without the need to show beaches or summer landscapes.
As Tomás Ostiglia, executive creative director at LOLA Madrid, explains, the idea stems from a simple tension between the seasonality of the product and the universal need for small moments of pleasure.
“The original idea came from a simple tension: ice cream sales drop in winter, but the desire for indulgence doesn’t disappear. In this new chapter, we turn that idea into something people can react to – the sun becomes a reason to treat themselves to a small moment of pleasure,” Ostiglia points out.
The campaign launches in the markets of the United Kingdom, France and China, through a combination of print media, social networks, digital platforms and DOOH formats. In France, the activation is timed with Paris Fashion Week, further emphasizing the long-standing connection between the Magnum brand and the worlds of fashion, art and the broader cultural space.
The visual identity of the campaign, which emphasizes elegance, minimalism and the sensuality of light, further reinforces the brand’s positioning as a luxurious indulgence available throughout the entire year. Instead of fighting winter, Magnum has decided to find moments of summer within it.
