Magnum / United Kingdom / 2024OOH · Digital & Tech
Find Your Summer.
Magnum's winter posters in the UK showed rare patches of sunlight on streets and stairways, and told people where and when they could find a few seconds of summer.
- Brand
- Magnum
- Agency
- LOLA MullenLowe
- Market
- United Kingdom
- Region
- Global
- Year
- 2024
The challenge
Ice cream sales drop in winter, and Magnum wanted people to eat it in the cold months too.
The idea
Photographer Ale Burset shot black-and-white images of winter sunlight falling on stairs, doorsteps and corners. Weather-based ads pointed to specific locations and times when the sun could be enjoyed. An app showed sunny spots in real time and sent geolocated alerts with discounts at nearby shops. The campaign launched in February 2024, led by LOLA MullenLowe.
Results
- According to the agency, sales rose 66.3%, and Magnum had its highest-ever sales in a low season.
Case study source: Reason Why Source ↗
Awards
- Cannes Lions 2025Creative Effectiveness – C10 MARKET DISRUPTIONSilver
- Cannes Lions 2024Print & Publishing – A01 CONSUMER GOODSGold
- Cannes Lions 2024Outdoor – A01 CONSUMER GOODSBronze
- Cannes Lions 2024Outdoor – C02 INTERACTIVE/DYNAMIC DIGITAL SCREENSGold
- Cannes Lions 2024Film Craft – A05 CINEMATOGRAPHYSilver
- Cannes Lions 2024Industry Craft – D02 PHOTOGRAPHY: OUTDOORBronze
- Cannes Lions 2024Film – F04 SOCIAL BEHAVIOUR & CULTURAL INSIGHTBronze
- Cannes Lions 2024Outdoor – B01 CONSUMER GOODSGrand Prix
Credits
- Creative agency
- LOLA MullenLowe
- Media agency
- Mindshare UK
- Media placement
- Kinetic
- Production
- MJZ
- Post-production
- Glassworks VFX Barcelona
- Global Ice Cream CMO, Unilever
- Julien Barraux
- Global VP, Magnum
- Benjamin Curtis
- Global Senior Marketing Manager, Magnum
- Tugce Aksoy
- Global Digital Lead, Magnum
- Sara Paixao
- Executive Creative Director, LOLA MullenLowe
- Tomas Ostiglia
- Creative Director, LOLA MullenLowe
- Jorge Zacher
- Creative Director, LOLA MullenLowe
- Kevin Cabuli
- Creative Director, LOLA MullenLowe
- Dante Zamboni
- Creative, LOLA MullenLowe
- Augusto Callegari
- Creative, LOLA MullenLowe
- Pedro Mezzini
- Design Director, LOLA MullenLowe
- Yan Graller
- Art Director/Designer, LOLA MullenLowe
- Alan Chung
- Account Director, LOLA MullenLowe
- Catalina Aguirre
- Head of Strategic Planning, LOLA MullenLowe
- Camila Facín
- Head of Production, LOLA MullenLowe
- Felipe Calviño
- Producer, LOLA MullenLowe
- Marina Saro
- Photographer
- Ale Burset
- Director, MJZ
- Juan Cabral
- DOP, MJZ
- Javier Juliá
- MD/Executive Producer, MJZ
- Lindsay Turnham
- VFX Supervisor/CD, Glassworks VFX
- Carlos Navarro
