Fuel Your Imagination

Magnum offers a taste of sunshine in winter

The ‘Find Your Summer’ campaign underlines that ice cream is not just for summer

Georgie Moreton

Deputy Editor, BITE Creativebrief


In the midst of February, hot summer days feel a lifetime away. However, Magnum is encouraging audiences to find their own taste of sunshine all year round.

Born from the insight that in winter people often deny themselves the pleasure of ice cream, the new campaign created by LOLA MullenLowe encourages audiences to shun seasonality and embrace the joy of Magnum.

The campaign titled; ‘Find Your Summer’ highlights some of the unique moments of summer that can still be found in winter. A cinematic hero film is set in a city in winter, but follows the individuals fighting to find summer and taking pleasure in Magnum.

From finding a slither of sunshine pouring in through a window, to relaxing in a hot bath giving the illusion of the tropical sea, the spot is a homage to year-round summer-seekers.

The film perfectly encapsulates the small pleasures of Summer and shows how Magnum is a staple of the sun. Shot in black and white and set to a laid back soundtrack that oozes relaxation, the film was directed by Juan Cabral of MJZ Films. Ale Burset complements this with a print and outdoor campaign.

"We all love that warm feeling you get when the sun shines during the depths of winter, it’s a pleasure that I feel viscerally whenever it happens. It’s the same when you bite into a Magnum, our signature cracking chocolate and velvety smooth Madagascan vanilla ice cream can transport to the pleasure of summer. We really wanted to play with this insight in this campaign.” says Ben Curtis, Global Brand VP at Magnum and Category Lead for Luxury Ice Cream at Unilever.

The spot will air in the UK and Turkey during the cold winter month of February with the aim of breaking the seasonality of ice cream.

Beyond the campaign film, out-of-home is a focus in Glasgow, with digital posters identifying specific locations from weather data where moments of sunshine can be found. People can also find their own summer spots in real-time, with at findyoursummer.app.

The campaign is also supported by social media activity on the Magnum e-commerce platform, where people are encouraged to create their own moments of summer.

“We’ve been able to geo-locate specific locations where pleasure seekers can find their summer. We've placed the OOH to pinpoint where, so consumers can literally find their summer and enjoy a Magnum," added Curtis.

Breaking the conventions of seasonality and showcasing the pleasure of Magnum year round, the ‘Find Your Summer’ campaign empowers consumers to find joy, whatever the weather.

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