The One Show
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Category
Craft / Illustration
Annual ID
OS23_PT016S
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: 21
Silver Pencil
Credits
Agency
LOLA MullenLowe / Madrid
Client / Brand
Unilever / Rotterdam
Art Director
Ezequiel Scarpini
Maria Lempicka
Copywriter
Josefina Mateo
Creative Director
Jorge Zacher
Kevin Cabuli
Executive Creative Director
Tomas Ostiglia
Illustrator
Nicolas Germani
Agency PR
Enrique Caballero
Creative Trainees
Paula Cobos
Sara Armengol
Head Of Production
Felipe Calvino
Managing director
Tom Elliston
Photographer & Postproduction
Ed Sanca
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