The UK is famous for its drizzly –if not rainy– weather. But in July 2022, the Nation hit the headlines around the world for the upcoming highest temperature in its history. In only 24 h, Magnum released an outdoor campaign where its iconic ice creams lost their shape under the heat, without losing their elegance. The brand jumped on a real-time conversation with a response that lifted up the Nation’s mood. Because in over 40ºC, the only thing left to do is give away free ice creams.