On July 18, 2022, the media announced the hottest day in Britain’s history (43ºC). Less than 24 hours later, we launched “Melting Icon”. A series of five graphic pieces was on outdoor digital ads and social media throughout the day, inviting people to enjoy a Magnum before it melts on the hottest day in history. The Sun newspaper even created a new way to measure the heat: how long does it take for a Magnum to melt?