Melting Icon
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Tactical Poster Adverts / 2023
Award: Shortlist
Shortlist / Art Direction / Outdoor
Award: Shortlist
Shortlist / Photography / Staged Image
On 18th July 2022, news outlets around the world announced that the following day would be the hottest day in UK history. So in less than 24 hours, Magnum launched Melting Icon, an outdoor campaign that showed their iconic ice creams melting for the first time ever. The message was simple: On the hottest day ever, enjoy it before it melts. People’s reactions were so positive that Magnum decided to give away free ice creams at the Pleasure Store throughout the week. The Sun newspaper even created a new way to measure the heat: how long does it take for a Magnum to melt?
