On July 18th, 2022, it was announced in the news: the following day would be the hottest day in Great Britain’s history. In less than 24 hours, Magnum launched “Melting Icon,” an outdoor campaign portraying how the classic ice cream melts its shape because of the heat.

This was Magnum’s first campaign that didn’t feature the iconic shape of its ice cream but only its other brand asset: the stick. With this real-time campaign, Magnum reminded people that even on the hottest day in history, there’s always time for pleasure.