This campaign is about a well-told insight: the feeling of getting hit by the sun in the middle of a cold day.

To fully capture the interesting effect of a sunray on an entire city and its people, we needed a hero film execution, able to capture a cozy, introspective cinematic approach that the idea needed.

It’s about savoring a moment when summer triumphs over winter. It's about patience, waiting, and the rewarding feeling of being touched by sunlight, even if only for a few seconds.

Winter in the UK can be really hard on people, with the outside temperatures hitting a maximum of 1.0ºC1 on average during January and the average daily sun hours being just 2.4 hours2.

People live this month with no sun, lots of rainy, cloudy, and even snowy days. In January, the entire UK averages 15 days of rain or snow, totalling 122 millimeters (4.8 inches)3.

People feel trapped inside, with more than three quarters even admitting they can have occasions where they don’t go outside at all from Monday to Friday4.

And 4 in 10 of them feel unhappier than they do during summer5.

With winter being so harsh on people’s lives, the most loved summer treat also feels the same hard hit: during this season, the ice cream category volume sales drop considerably.

From August to January, the ice cream volume sales drop more than half in the UK, going from 140M litres to only 60M (August 22 vs Jan 23)6.

But, even with all the odds against enjoying an ice cream during the depth of winter, Magnum wanted to change the narrative and invite people to go out there and find their little summer, their moment of pleasure when they need the most.

1 UK Government Met Office - January 2024 Monthly Weather Report

2 Statista 2024

3 Met Office Average Precipitation – UK, 2023

4 Healthspan & OnePoll - UK, 2021

5 British Gas Proprietary Research 2019

6 Kantar Ice Cream Volume Sales UK 2023

Freezing. Wintry. Icy. It's 3:14 pm in the city when, a series of chilly postcards arrive. Steps on snow. Umbrellas. Suddenly, a shimmer of warmth emerges, and a gentle reflection begins to shed radiance. The city purrs like a cat, cloaked in monochromatic hues. Light undulates across buildings. What is going on. The skies start to open up. A cat meows, gazing at its elongated shadows. A man looks up at the sky, bewildered. Elongated shadows stretch across concrete expanses. A street discussion halts. A man steps into the light, traversing buildings. A woman discovers a park bench bathed in light. Everyone gazes skyward. A woman lounges in her bathtub. Quick, this is it. A silhouetted man atop a skyscraper. He suddenly bites into his Magnum ice cream. Crack. It crumbles. Cut to a clock ticking. 3:15 pm. Oh, no. But nothing’s the same. Let’s not break the spell.

Winter has always been a historical low season for the whole Ice Cream category. When January arrives and temperatures outside start hitting a maximum of 1.0ºC1 on average in the UK, people start eating less and less ice cream.

As the category leader, Magnum’s business has been affected by this challenging reality year after year, with Magnum’s penetration in the UK dropping almost 10% from August to January (August 2022 13.1% vs January 2023 4.1%)2.

More than a business challenge, this was a leadership challenge.

Because, if there is one brand that can lead a movement to start changing this seasonality, this brand is Magnum.

And that was what we did.

1 UK Government Met Office - January 2024 Monthly Weather Report

2 Magnum Europanel Q4’2023

When the outside weather gets colder and starts telling you it’s not okay to eat ice cream, Magnum went and said the opposite. And people listened.

More than inspiring people to find a piece of sun during the harsh cold, Find Your Summer successfully invites people to indulge into the pleasure of a Magnum when they need it the most.

For the first time, Magnum won winter time and had the best January in history in terms of sales, with an increase of +66.3% value sales for Magnum Core range (Classic, White Chocolate and Almond) and +38.9% value sales uplift for Total Magnum, due to the halo effect on all other Magnum’s flavours and Innovations (limited edition flavours and other ranges in the portfolio, such as Magnum Double Caramel Billionaire)1.

1 Nielsen Ad Impact Study, 06/01/24 to 17/02/24

When deep diving on how Brits feel about winter, we discovered their lives were far more difficult than we thought.

77% of Brits have days where they don’t see any daylight at all.1

6 in 10 admitting often taking a lunch break for no other reason than to get a small glimpse at daylight before heading back inside for the remainder of the day.1

We discovered that during winter is when people need pleasure the most, and yet, it’s when they enjoy it the least.

But, even in the depth of winter we can still find true moments of summer.

As a brand that stands for true pleasure, we refuse to let the chill of winter stifle our spirits. As long as someone is being kissed by the sun with eyes closed while enjoying the pleasure of a Magnum, summer is more alive than ever.

Healthspan & OnePoll, UK, 2021