Summer has always been at the heart of Magnum Ice Cream. That is why when aiming to keep the consumption up high during the low-selling winter season, we knew the classic sunny beach aesthetic was not going to cut it. We needed to show that Magnum could be more than solely a summer indulgence.

Instead, for the first time in thirty years, Magnum set out to celebrate a neglected moment of pleasure: The Winter Season. We created Winter Pleasures, a series of posters designed by French illustrator Thomas Danthony that brought different moments of winter pleasure to life, while incorporating the iconic shape of our ice cream. And so, Magnum’s first ever winter campaign was born.

Each poster was carefully crafted to hide the shape of the iconic Magnum silhouette in plain sight. We used a minimalistic approach, so the absence of detail allowed us to be able to notice the Magnum shape and the whole scene simultaneously.

The scenes created were a pair of ice skates dancing on the cold ice, while forming the iconic Magnum shape; a beautiful landscape in which two friends ski, leaving traces in the shape of a Magnum; and a cozy winter cabin under a sky full of stars that connected together reveal the silhouette of the ice cream.

The series continues in the style of Magnum’s previous successful campaign that portrayed scenes of summer pleasure, playing with the iconic shape of our ice cream. This time, Danthony was set to follow his own series, now exploring the many pleasures of winter.

The poster was placed from January 14 to 17, 2021. In those 4 days. It was Magnum’s most successful product activation in France, reaching 460,400 people in Saint-Lazare Street.