Schedule the Sun

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.

Originally conceived by LOLA Madrid as a proactive challenge to the ice cream industry’s long-accepted winter sales decline – and the belief that ice cream is strictly seasonal – Find Your Summer reframed summer as a feeling rather than a temperature, positioning Magnum as an all-year source of indulgent pleasure. The 2024 campaign went on to win the Outdoor Grand Prix at the Cannes Lions International Festival of Creativity, recognised for its striking simplicity and craft.

With “Schedule the Sun”, Magnum evolves the platform while maintaining the distinctive visual identity that defines it. 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 silhouette.

The creative builds on the insight that consumers often deny themselves simple pleasures in colder months due to the perception that ice cream is reserved for summer. 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 in small, everyday moments – regardless of the season.

The campaign launches across leading fashion and lifestyle media, film, social channels including Instagram, YouTube and Pinterest, and DOOH placements in the UK, France and China. In France, activity coincides with Paris Fashion Week, reinforcing Magnum’s longstanding connection with fashion and culture and ensuring visibility during one of the season’s most influential moments.