• by Fern Siegel , March 3, 2026

Want to fight winter blues?

Magnum ice cream urges viewers to “Schedule the Sun.” Created by LOLA Madrid, part of Omnicom, the new iteration of the Cannes Outdoor Grand Prix-winning “Find Your Summer” platform tackles weak ice cream sales in cold months.

The new work launches across fashion and lifestyle media and social, including Instagram, YouTube and Pinterest, and DOOH placements in the U.K., France and China. In France, the striking black-and-white campaign coincides with Paris Fashion Week, a reminder that when the sun shines, whatever the temperature, enjoy a Magnum.

The new campaign comprises six spots and six OOH executions, developed with photographer Leslie Zhang.

Tomás Ostiglia, executive creative director at LOLA Madrid, said: “The original idea came from a simple tension: ice cream sales drop in winter, yet the desire for pleasure doesn’t. This next chapter builds on that platform by turning sunlight into something people can act on — not just a feeling, but a reason to indulge.”