Winter is not prime time for ice cream. Magnum continues to fight the winter slowdown and LOLA Madrid, now part of Omnicom Advertising Group, has devised another ingenious weapon this year.

Schedule the Sun allows people to capture sunny moments – by booking them directly into their calendars. The campaign tempts consumers through a discount 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. The campaign evolves the platform, Find Your Summer, while maintaining the distinctive visual identity that defines it – six evocative black & white films and six photographic executions, developed in collaboration with famous photographer, Leslie Zhang. 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 famous Magnum silhouette.

The campaign covers the UK, France and China, and runs across print, social, digital and DOOH. It is seen in 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.

The platform, Find Your Summer, 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, reframed summer as a feeling rather than a temperature. It positioned 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.

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.

Tomás Ostiglia, executive creative director at LOLA Madrid, commented, “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.”

The 2026 campaign continues Magnum’s broader strategy to de-seasonalise the category and double down on its ambition to make ice cream a year-round indulgence, challenging one of the category’s most entrenched habits and proving that pleasure doesn’t have to wait for summer.

Credits
Client: The Magnum Ice Cream Company
Global Ice Cream Chief Marketing Officer: Julien Barraux
Global Vice President: Göze Iscan
Global Brand Director: Trang Phan
Global Sr Marketing Manager: Tobias Sparnaaij
Global Marketing Manager: Layanne Elboreini
Senior Regional Advertising Producer: Anthony De-La-Vieuville

Lead Agency: LOLA (Madrid)
Executive Creative Director: Tomás Ostiglia
Creative Directors: Dante Zamboni, Jorge Zacher
Head of Art: Juan Sebastián Moreno
Creative Team: María Sancho Suay, Julián Tedesco, Agustín Aiassa
Head of Strategic Planning: Camilla Facín
Strategy Director: Bruno Yanagui
CEO: Tom Elliston 
Account Manager: Pablo López-Tafall
Account Team: Martina Caamaño & Yuanci Vidal
Head of Production: Felipe Calviño
Producer: Jorge Saade

Production Company: Lunar Films Shanghai
Directors: Leslie Zhang & Da Dong
Executive Producer: Ken Yap
Producers: Feng Zhe & JinJin
Production Manager: Wang Wei
DOP: Neo Young
Production Designer: Yang Chuang
Stylist: Diao Jihan
Make Up Artist: Zhan En
Hair ArtistKe Weitao
Casting Director: Fiona Jiang
Editors: Da Dong, Da Gou & Juan de Porras
Editor Assistant: Goffy

Sound Designer: Lynas
Music & SFX: Fer Martinho
Photographer: Leslie Zhang
Media: Publicis Groupe & Zenith