New rules for ice cream advertising

Born from the insight that many people deny themselves the joy of ice cream during colder months, the campaign seeks to shift this perception. Ben Curtis, global brand VP for Magnum at Unilever, captures the essence: "We all love that warm feeling when the sun shines during the depths of winter; it’s the same when you bite into a Magnum. Our signature cracking chocolate and velvety smooth vanilla ice cream can transport you to the pleasures of summer."

The "Find Your Summer" campaign, which runs during the chilly month of February, features a multifaceted approach to highlight the unique moments of summer that can still be found in winter.

The print and outdoor visuals, crafted by Ale Burset, play a crucial role in this campaign. These advertisements capture individuals enjoying a Magnum ice cream in the rare, fleeting moments of winter sunshine. Shot in evocative black and white, the imagery portrays the city, its people, and the elusive sun as characters in a cozy love letter to summer. Digital posters use real-time weather data to identify locations where sunshine breaks through, inviting consumers to find their own pockets of warmth.

Complementing the print campaign, the hero film directed by Juan Cabral of MJZ Films follows characters discovering their own slices of summer amidst a frosty urban landscape. Set to a laid-back soundtrack, the film emphasizes relaxation and pleasure, reinforcing Magnum’s message that summer is a state of mind.

"Find Your Summer" has successfully challenged seasonal norms and celebrated Magnum's timeless allure. The campaign has garnered significant attention and increased low season sales by 66,3 per cent.

Brand: Magnum (Unilever), Spain

Agency: LOLA MullenLowe, Madrid

AWARDS Cannes Lions 2024 - Print & Publishing – Gold, Outdoor - Grand Prix, Gold and Bronze, Film Craft – Silver, Film – Bronze, Industry Craft - Bronze