Ice Billboard

A CREATIVE OOH EXPERIENCE

The World's first melting ice billboard.

The Challenge

‘A Year on Planet Earth’ was the first natural history documentary to feature on the newly launched ITVX. To mark the shows launch our challenge was to create a billboard, frozen in ice, which would gradually thaw to reveal a luscious spring scene, showcasing the changing seasons of A Year on Planet Earth.

Demographic Adults and Families

Location Westfield London

Duration 3 Days

Objective PR and Awareness

A man in a blue jacket touches a large ice block encasing a billboard for ITVX's 'A Year on Planet Earth' at Westfield London, with the show's title visible at the bottom.

The Execution

Pulling off this challenge required precision in planning, testing and its execution. Starting with simulating the anticipated ambient temperatures and the melting rate of the 6m x 3m wall of ice, we devised a plan which would ensure the giant ice structure would gradually melt to reveal the billboard encased within it.

Tony Pipes, executive creative director at ITVC, explained: “What struck us working on the campaign, was the constant and magical transition within nature that the changing seasons bring. We wanted to capture such a moment, and the billboard felt like a great way to showcase this, and in so doing demonstrate the ever-fresh content that ITVX offers.”

The Outcome

Turning heads in this high-footfall area, the ice sculpture delighted passers-by and provided an incredible photo opportunity.

Over the three days and nights, precisely as planned (phew!), the ice billboard gradually revealed the billboard inside! Providing a selection of striking imagery and video, the installation was featured in a range of media publications and social channels delivering a stunning centrepiece for the show’s launch.

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Footfall

Days

Cubic Meters of Ice