There are people who drink iced coffee in cold weather (raises hand), and the same holds true for enjoying ice cream. Why deny yourself just because the temp's below freezing and there's snow on the ground?
That's Magnum's take in a video and OOH campaign running in the U.K. and Turkey.
"Find Your Summer" encourages those in the thick of winter to find the tiniest sliver of sun and let the rays warm you while you enjoy some ice cream.
A :90 black-and-white video, created by LOLA MullenLowe and directed by Juan Cabral of MJZ, gives viewers the sense of dark days and cold nights with time spent under the covers and reclining in hot baths.
As The Dramatics' "In the Rain" plays, the sky opens up ever so slightly—just enough for people to savor the sunlight and Magnum ice cream.
Digital posters in Glasgow will identify specific locations, via weather data, where a moment or two of summer can be found. There's even a website for folks in France and the U.K. to find summer spots in real-time.
Click images to enlarge:
"Anchored in the brand's pleasure territory, the campaign aims to evoke the feeling of that ray of sunshine on long winter days, gently caressing you, mentally transporting you back to summer and awakening the desire to eat ice cream in that moment," Tomas Ostiglia, ECD at LOLA Mullenlowe tells Muse.
Now, go find your summer!
CREDITS
Client: Unilever
Brand: Magnum
Campaign: Find Your Summer
Magnum Team:
Global Ice Cream Chief Marketing Officer: Julien Barraux
Global Vice President, Magnum: Benjamin Curtis
Global Sr. Marketing Manager: Tugce Aksoy
Global Digital Lead: Sara Paixao
Global Magnum Ice Cream NOW & New Media: Willem van Isselmuden
UK marketing manager: Lennon-Smith, Shannon
TK-marketing manager: Serkan Oguz
TK- assistant brand manager: Alara Egrioglu
Lead Agency: LOLA Mullenlowe (Madrid)
Executive Creative Director: Tomas Ostiglia
Creative Directors: Jorge Zacher, Kevin Cabuli, Dante Zamboni
Creative team: Augusto Callegari, Pedro Mezzini
Design Director: Yan Graller
Art Director/Designer: Alan Chung
Managing Director: Tom Elliston
Account Director: Catalina Aguirre
Account Supervisor: Cristina Panea
Account Executive: Sofía Perez
Head of Strategic planning: Camila Facín
Strategy Manager: Bruno Yanagui
Head of production: Felipe Calviño
Producer: Marina Saro
Production Company: MJZ
Director: Juan Cabral
MD/Executive Producer: Lindsay Turnham
Head of Production: Lucy Jones
Producer: Nicolás Abelovich
1st AD: Federico Scarpelli
DOP: Javier Juliá
VFX Supervisor: Juan Pablo Listello
Wardrobe Stylist: Sol Montalvo
Production Designer: Charly Carnota
Make Up Artist: Marisa Wehit
Home Economist: Toni Krank
Post Coordinator: Jula Castagnino
Edit: Emiliano Fardaus
SFX Coordinator: Nasa FX
Production Manager: Pat Rzeznik
Production Coordinator: Federico Falasca
Production Service Company: Labhouse
Managing Director: Flora Fernandez Marengo
Post House/VFX: Glassworks VFX (Barcelona)
VFX Supervisor/CD: Carlos Navarro
Executive Producer VFX / HoP: Olaia Casal
Set Supervisor / compositing artist: Juan Listello
Compositing artist: Gloria Bernabé
Compositing artist: Noa Bofill
Compositing artist: Roberto García
Compositing artist: Albert García
Colorist: Julia Rosseti
Sound designer: Aimar Molero
Postproducer: Anna Gispert
Music Company: Big Sync Music
Music Supervisor: Alicia Leinot
Media Agency: Mindshare UK
Tess Domenet – Planning Business Director
Natasha Irwin – Planning Account Director
Elle Dockree – Planning Account Manager
Nathan Hope – Print Account Director
Holly Gibson – AV Account Director
Media Partner: Kinetic
Shahin Ejtehadi – OOH Account Director
George Peto – OOH Account Manager
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