Castle Lite | Chance the Rapper

Ice Campaigns
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Client: Castle Lite

Request: To use ice as part of an activation to reveal the international artist scheduled for their annual Castle Lite Unlocks event.

This was a unique proposal where we had to focus on turning our crystal clear ice into a not so clear setup. The focus was to build a wall that would wrap around the 3 key points of the reveal namely, the venue and date, the local supporting artists and then big reveal of the headline artist.

So even with that being a challenge on its own in terms of build and assurance of hiding the display behind the ice, we needed to develop a strategy of reveal by which participants would have the opportunity to chip away at the ice piece by piece to reveal each section.

Challenge accepted and as you can see by these images we developed the perfect solution that one promoted the unlocking process of the campaign and kept to the brands brief.

For a full video view of this event please watch below. This live feed was shared over 200 times and viewed 13 000 times.

To view the whole event please click here!

Castle Lite | Ziyabanda

Ice Campaigns
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Client: Castle Lite and Ogilvy

Request: So in this campaign, both Ogilvy and Castle Lite approached us to assist them in the development of a unique brand campaign that focused on developing a song with ice to carry the message of -2.5 degrees.

That started a range of discussions and recordings in the studio of ice breaking and smashing ice in many different ways while recording the sound. This then was turned into a successful online campaign that focused on promoting the Ziyabanda song grossing a whopping R40 million in free publicity.

After the song had a successful online launch with it being viewed more than R6 million times, the question was what next? Well, the only option we had was to take a song that was made out of ice and to play it on ice and that’s when the ice record came along.

Take a look at the clips below to get a detailed look at how we at Ice Art can add value to any campaign.

 

Amarula | #DontLetThemDisappear

Ice Campaigns
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Client: Distell

Request: How can we use ice to promote the new campaigns hashtag #DontLetThemDisappear?

This was one of the more meaningful experiences that we have had the opportunity to be part for some time. Being a local company in South Africa, African wildlife and its preservation is close to our hearts and we were privileged to be given the opportunity to be a key part of the communication around the campaign.

Question was how do we tie ice into the campaign? In order to promote both the beauty of the African Elephant and the great threat that the species is facing. The answer was to carve scaled replica of an African elephant that weighed in at 3.5 tons and to set it up in the day so that it could slowly melt away.

The beauty was covered, this large piece was carved to perfection, the message of disappearance was also covered as it started melting. With a global effort this campaign was duplicated in 4 countries around the world to raise awareness and based on the success of the campaign and its messaging we are proud to have been part of it.

Below is quick video of the build please watch and share on.

 

Castle Lite | Coldest Bar in Africa

Ice Campaigns
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Client: Castle Lite and BW Productions

Request: Well as you know we are the ice guys, we know how to add the chill factor to any event or experience. So, when the client approached us to build not one but three ice bars around the country as the headline experience to their national event, we knew something magic was about to happen.

Based on the brief we went about designing and setting up the logistical challenge that lied ahead, we had to build and breakdown 3 bars with an identical layout to each other across Johannesburg, Durban and then end the campaign in Cape Town.

Once design was completed, we started the business of cutting and shaping 15 tons of ice into the needs for the build, art work was supplied with key aspects such as a lounge, DJ booth, 4m ice bar and iconographic elements per region.

The outcome was the coldest bar experience in Africa and rocked all 3 cities in the middle of summer.

Challenge Excepted! Challenge Delivered!