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| Giant 'Smirnoff Ice' cube |
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Client: Diageo/Borkowski PR
Event: Product relaunch/PR Stunt
Location: Broadgate Circle, London
Sculpture: 2.5m squared ice cube
Giant 'Smirnoff Ice' cube
The Ice Box constructed the 2.5 metre squared ice cube which was displayed over a two day period. Members of the public were allowed one minute to rub the ice in hopes of retrieving money encased within the Smirnoff Black Ice bottles randomly exposed within the ice block. The Smirnoff Black Ice Cube continued to melt away to reveal a rip-cord attached to a briefcase holding the £50,000 main prize.
Facts & figures:
. The block weighed approximately 10 tonnes and took a sculpting team of three people, working in a freezer at -10 degrees, over 300 hours to make.
. The liquid volume of the cube was around 11,000 litres and if it was cut into traditional one-inch cubes, you'd have around one million of them.
. The Ice Box led the entire production of the event over the 2 day period.
The result:
"Without doubt, the visuals that The Ice Box created help sell the idea in the first place. As for the final construction, I don't envy the team that had to fit a 10-tonnes ice puzzle together through the night but, true to their word, the block was ready as the world's press gathered
Mark Cooper, Van Communications (formerly from Borkowski PR)
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