The Challenge
Winter has always been a historically low season for the ice cream category. As January arrives and temperatures in the UK drop to an average of 1°C, consumption follows.
Magnum
Find Your Summer.
Driving people from the ice cold to the ice cream.
The Crazy Ambition
To make Winter the new ice cream season, unlocking a new occasion for consumption.
The Idea
The essence of "Find Your Summer" lives in a single image that evokes a feeling. The ferocity of winter. The harshness of the weather. The resilience of everyday people. And then, the transformation. Summer briefly conquering winter, light breaking through cold, just for a moment. And one infinite bite of pleasure.
