Schedule the Sun

Winter has historically been the lowest season for the ice cream category, where the cold months are defined by extreme conditions. For Magnum, a brand built on pleasure and indulgence, this seasonal drop represents both a business challenge and a cultural opportunity.

But beyond the cold, the real barrier is behavioral: even when the sun does appear, people are often stuck indoors, working, commuting, or doing chores, unable to enjoy the rare moments of light. Skies are grey up to 93% of the time, some zones having just 1.5 hours of daylight and temperatures barely reaching 1°C.

That’s why Magnum launched the platform ‘Find Your Summer’ in 2024, a long-term strategy designed to challenge the conventions of when and why people enjoy ice cream. Instead of waiting for summer, Magnum brings the feeling of summer into winter, reframing ice cream not as a seasonal product, but as a pleasure you can control. In a season defined by darkness and routine, Magnum’s role became clear: to create moments of light, warmth, and indulgence when they’re needed most.

As a further evolution of the “Find Your Summer” platform, Lola Madrid transformed sunlight into a single, unmistakable sign: the Magnum silhouette. We created a series of meticulously crafted visuals where our icon invites people to pause and enjoy a Magnum under the fleeting winter sun.

Shot by a photographer renowned for mastering light and shadow, each scene was built indoors using precise beams and reflections, developing a system powered entirely by light to sculpt the Magnum shape across every execution. But we didn’t stop at visuals. We brought the idea into people’s daily lives by fitting the sun into their calendars, sending invites to enjoy a Magnum whenever sunny weather was forecast.

Each execution became both a signal and a trigger: when the sun appears, so does pleasure, successfully reinforcing Magnum’s premium positioning and increasing consideration even in winter.