The U.K. recorded its hottest day on record on Tuesday this week, with temperatures in London reaching over 40 degrees Celsius (104F).
While many are worried about climate change's effect on the U.K., Unilever's Magnum ice-cream brand ran a topical 24-hour campaign marking the record heat with an image of a Magnum ice cream bar melting on its classic stick.
Created via Lola MullenLowe Madrid, five different poster designs were placed in bus shelter sites around London, bearing the headline: "On the hottest day ever, enjoy it before it melts.” (That reflected the fact that the extreme heat was relatively short-lived, with temperatures returning to near normal on Wednesday.)
The campaign, crafted by photographer Ed Sanca and illustrator Nicolas Germani, also ran on social media.
"The whole of the U.K. is feeling the heat today and what better time to cool down with a Magnum," said Victoria Shimwell, Magnum marketing manager for the U.K. and Ireland, in a statement. "This fun yet elegant creative showcases how beautiful and appetizing Magnum can be, even when melting. We hope our Magnum ice creams offer a much-needed moment of pleasure on the hottest day of the year."
“The iconicity of the Magnum stick is what makes it possible to show a melting Magnum, while still making it look appetizing and elegant," added Tomás Ostiglia, executive creative director at Lola MullenLowe.