Magnum makes light of winter
Photographer Leslie Zhang shoots a gorgeously understated series of b&w micro-spots for LOLA Madrid's eye-catching campaign.
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Credits
View on- Agency LOLA MullenLowe/Madrid
- Production Company Lunar Films
- Director Leslie Zhang
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Credits
View on- Agency LOLA MullenLowe/Madrid
- Production Company Lunar Films
- Director Leslie Zhang
- Music Fer Martino
- Executive Creative Director Tomas Ostiglia
- Creative Director Dante Zamboni
- Creative Director Jorge Zacher
- Head of Art Juan Sebastian Moreno
- Art Director Julian Tedesco
- Creative Agustin Aiassa
- Head of Production (HP) Felipe Calvino
- Producer Jorge Saade
- Executive Producer Ken Yap
- Producer Feng Zhe
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency LOLA MullenLowe/Madrid
- Production Company Lunar Films
- Director Leslie Zhang
- Music Fer Martino
- Executive Creative Director Tomas Ostiglia
- Creative Director Dante Zamboni
- Creative Director Jorge Zacher
- Head of Art Juan Sebastian Moreno
- Art Director Julian Tedesco
- Creative Agustin Aiassa
- Head of Production (HP) Felipe Calvino
- Producer Jorge Saade
- Executive Producer Ken Yap
- Producer Feng Zhe
Selling ice-cream in the middle of winter isn't the easiest of pitches, but with this new work for Magnum - a continuation of its Find Your Summer platform - LOLA Madrid makes it look like art.
Using a series of minimalist, fashion-led scenes, the Schedule the Sun campaign sees winter light and the iconic frame of a Magnum combine to create stark, beautiful silhouettes.
Developed in collaboration with acclaimed photographer Leslie Zhang, who frames each image like a portrait, and enhanced with OOH versions, the project does a simple yet ingenious job of linking a fleeting beam of sunlight with the sensory pleasure of biting into the choccy treat.
Magnum Ice Cream – Winter Light – Bedroom Sunbeam
Magnum Ice Cream – Winter Light – Hands in Sunbeam
Magnum Ice Cream – Winter Light – Stairwell Shadows
Magnum Ice Cream – Winter Light – Streetlight Reflection
Magnum Ice Cream – Winter Light – Window Silhouette
“With Schedule the Sun, Magnum evolves the Find Your Summer platform while maintaining its distinctive identity," explains Goze Iscan, Global Vice President at The Magnum Ice Cream Company. "The new campaign comprises films and photographic executions developed in collaboration with acclaimed photographer Leslie Zhang.
"Produced entirely in black and white, the work captures rays of winter sunlight falling across diverse characters - celebrating fleeting moments of warmth that Schedule the Sun invites people to savour”.
Tomás Ostiglia, Executive Creative Director at LOLA Madrid, adds: “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.”
