Magnum - Find Your Summer (case study)

“Find Your Summer“ encourages everyone to seek out those small, narrow, and fleeting moments of sunshine amid the harsh winter and relish them while enjoying a Magnum. “Freezing. Wintry. Gelid. It’s 3:14 pm in the city when, suddenly, a shimmer of warmth light emerges just when needed… It’s time to find your summer with Magnum.“ In the midst of the past winter, when memories of sweltering summer days felt like a distant dream, Magnum embarked on a mission to redefine seasonal boundaries. Created by LOLA MullenLowe, their latest campaign, ‘Find Your Summer,’ aimed to inspire audiences to savor the pleasures of Magnum ice cream year-round. The campaign tapped into the insight that many people deny themselves the joy of ice cream during colder months. It celebrated those who defy conventional wisdom, seeking moments of summer amidst winter’s chill. The hero film, set against a backdrop of a frosty cityscape, followed individuals discovering their own pockets of warmth a