To generate anticipation for the launch of Lux ‘Wake-me-up’ shower cream in Thailand, dramatic creative ran in the centre of Bangkok, reflecting the ice cool sensation the product gives.Executions included the transformation of the rooftop of Bangkok’s Siam Center mall car park, building a 100 metre snow town which was highly visible to commuters on the Sky Train and shoppers, even at night. This was a media first in Bangkok, as the longest building wrap ever seen. Locals and tourists were witnessed taking photos of the execution from the train platform.At street level MUPI’s (small formats) were accessorised with artificial snow flakes and two ‘frozen’ billboards in premium locations reinforced the communication of the cool tingle generated by the shower cream.In addition to coverage in trade press, national newspapers and TV, the campaign attracted the attention of discussion boards and blogs as a smart use of OOH media that perfectly encapsulated the brand message.