The One Show

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2023 One Show - Out of Home

Melting Icon

Agency LOLA MullenLowe / Madrid + Unilever / Rotterdam

Client Unilever / Magnum

Category

Craft / Illustration

Annual ID

OS23_OH090M

About the Work

On July 18th, 2022, news outlets around the world announced that the following day would be the hottest day in UK history. In less than 24 hours, Magnum launched "Melting Icon," a campaign that showed for the first time their iconic ice creams melting.

We collaborated with artist Nicolás Germani to create illustrations with the ice creams reacting to the high temperatures, and Spanish photographer Ed Sanca was in charge of capturing the images that became part of the series of five graphics.

The next day, the campaign hit the streets with a very simple message: "On the hottest day, enjoy it before it melts". These pieces were also posted on the brand's social media pages in the UK and Spain. People’s reaction was so positive that Magnum decided to give away free ice cream at the Pleasure Store throughout the week.

Through outdoor digital ads alone, "Melting Icon" reached 529,524 people. In addition, news outlets around the world picked up on the campaign, creating a new way to measure the heat: how long does it take for a Magnum to melt? With mentions in the country's major media outlets, such as the Daily Mail and The Sun, it achieved an estimated reach of 1.5 million people. The public response was 100% positive.

With this real-time campaign, Magnum had the opportunity to remind people that even on the hottest day in history, there’s always time for pleasure.

2023 Awards

Total Points: 3

Merit

Credits

Agency

LOLA MullenLowe / Madrid

Client / Brand

Unilever / Rotterdam

Copywriter

Josefina Mateo

Creative Director

Jorge Zacher
Kevin Cabuli

Executive Creative Director

Tomas Ostiglia

Illustrator

Nicolas Germani

Head of Production

Felipe Calvino

Agency PR

Enrique Caballero

Creative Trainees

Paula Cobos
Sara Armengol

Managing director

Tom Elliston

Photographer & Postproduction

Ed Sanca

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