To create the instantaneous extra–refreshing sensation of “Postobón ICE” we "froze” the structure of a billboard which contained the adusing only dry ice. The teenagers saw the illuminated ad inside a frame with snow with cold haze was coming out. This created a sensation that was cold and refreshing as they have seen in the campaign on TV, and the one that is offered by the product in taste.

This “freezing” billboard generated a great impact attracting more than 800 teenagers to the sampling. To gather this crowd we would have need to use traditional mass media spots in TV or Radio, that would have cost the client ten times the money we used to develop the idea.