At a time when consumers are patiently awaiting summer, Magnum has launched a new iteration of its ‘Find Your Summer’ campaign, encouraging audiences to slow down and soak up the sun when they can. 

‘Schedule the Sun’ is the latest iteration of ‘Find Your Summer’ from Lola Madrid, part of Omnicom Advertising Group. The campaign invites audiences to book moments in their calendars to enjoy the sunshine when the sun is forecast to be out in their area. 

Challenging the notion that ice cream is only for summer, the campaign encourages audiences to embrace the sun all year round. By allowing calendar events at times of sunshine, audiences can gain a Magnum discount and turn the moment into a true indulgence. 

Six campaign films and six photographic executions have been developed in collaboration with acclaimed photographer Leslie Zhang. A creative purely in black and white plays with light and shadow to create intimate scenes of indulgence. Across the faces of a diverse cast, rays of sun fall to subtly evoke the iconic Magnum silhouette.

The simple creative executions bring to life the pure, simple pleasure of ice cream. By visually linking a fleeting beam of sunlight with the sensory pleasure of biting into a Magnum, the campaign reinforces the idea that ‘summer’ can be found anywhere, no matter the season.

‘Find Your Summer’ is designed to drive ice cream sales during winter months and challenge the perceptions that link ice cream to seasonality. In 2024, the campaign won the Outdoor Grand Prix at the Cannes Lions International Festival of Creativity, recognised for its striking simplicity and craft. ‘Schedule the Sun’ sees the brand evolve the platform while maintaining the distinctive visual identity that brings to life the idea of simple pleasure.

“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,” added Tomás Ostiglia, Executive Creative Director at LolaMadrid.

Rolling out across the UK, France and China, the campaign spans print, social, digital and DOOH with a focus on leading fashion and lifestyle media, film, social channels including Instagram, YouTube and Pinterest. In France, activity coincides with Paris Fashion Week, reinforcing Magnum’s longstanding connection with fashion and culture.

The striking, craft-focused work builds on the brand’s ethos of pleasure and simplicity, bringing to life the sensory joy of ice cream no matter the season.