With temperatures in London hitting highs of 40 degrees (104 °F), Magnum and LOLA MullenLowe Madrid have quickly reacted with posters of melting Magnums.

The 24-hour campaign is composed of five different poster designs placed in bus shelter sites around the city, in which you see the repercussions of the record temperature on the classic Magnum ice-cream stick. All accompanied by the headline: ‘On the hottest day ever, enjoy it before it melts.” The campaign is also set to run on social media.

"The whole of the UK is feeling the heat today and what better time to cool down with a Magnum. 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," says Victoria Shimwell, Magnum marketing manager UK&I.

The posters will only run on Tuesday 19th July, before the record temperature drops the following day. The pieces were crafted by photographer Ed Sanca and Illustrator Nicolas Germani.

Tomás Ostiglia, from LOLA MullenLowe adds: “The iconicity of the Magnum stick is what makes it possible to show a melting Magnum, while still making it look appetizing and elegant. We’re always on a quest to keep the brand delivering relevant work, but moreover, unexpected.”