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| Isle of Icy White |
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Client: Weber Shandwick / Nicorrette
Event: The Isle of Wight goes Smoke Free
Location: Broadgate Circle, Central London
Sculpture: 4m Wide x 3m tall Map of the Isle of Wight
Isle of Icy White
A 2.5 ton ice sculpture of Isle of Wight was installed outside Liverpool Street Station on a chilly February morning – to promote it becoming the first island in the world to go ‘smoke free'.
Weber Shandwick working closely with The Ice Box, developed the concept to launch a new nicotine replacement gum – naming the impressive creation the ‘Isle of Icy White'.
2 years since the introduction of the public smoking ban, the Isle of Wight have taken the health message a step further by going ‘smoke free for a day' on July 1st 2009.
Installed overnight workers stopped in their tracks to admire the work of art, providing the Nicorette promotional teams the perfect opportunity to introduce the public to the new product.
The Result
“Ice was the perfect choice to deliver the brand message. Working with The Ice Box we came up with a concept on a scale that would guarantee a high impact launch for our client'' said Associate Director for Weber Shandwick, Fiona Hughes.
The dramatic ice feature lasted for over 12 hours, and passed by an estimated 150,000 Londoners.
Philip Hughes, Managing Director of The Ice Box commented ‘We're thrilled to have the opportunity to work with such a creative client, providing an original solution to the launch of this news story''.
See a video of the sculpture being constructed by clicking here.
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