On July 18th, 2022, news outlets around the world announced that the following day would be the hottest day in Great Britain’s history. So Magnum decided to remind people that even in that unprecedented heat there’s still time for pleasure. The goal was to connect and comfort people in a country that was not ready to handle temperatures over 40ºC. In less than 24 hours, Magnum launched “Melting Icon”, an outdoor campaign portraying how the classic ice creams lose their iconic shapes because of the heat.

For the Melting Icon campaign, the idea was to literally let the classic ice creams melt in the heat. The chocolate and the cream started to create combinations that were photographed by Spanish photographer Ed Sanca. This was Magnum’s first campaign that didn't feature the iconic shape of its ice cream, but only its other brand asset: the stick.

The images created a series of five different pieces that portray in an elegant way how artistically an ice cream melts on the hottest day in history, while still looking delicious. The goal was to keep developing the brand’s relationship with art in its highest level of craft, inspiring people to keep looking for the beauty even in an uncomfortable day.