Ice Melting Neon
Campaign reminds Germans of the sun they could be having in Mexico

Winter can be a bummer no matter where you live, but for Germans, the biggest complaint is the lack of sunlight during those frigid months. So to remind Germans of the long sunny days they were missing, We have created Mexico Tourism created the first “melting” neon sign with the message “Sun Open Till 8 pm."

The 5-meter-high neon billboard was formed by 0.2 cubic meters of ice, 47 laser-cut letters and molds, 80 meters of wires and hundreds of screws to announce that the sun was open till 8 p.m. in Mexico, compared to Berlin’s much earlier sunset.

The ice structure was rebuilt during the ITB for five consecutive days, with each of the 47 components refrozen each day, resulting in five to 10 hours of installation time per day.

A Project by: Espadaysantacruz
Client: Tourism Mexico
Agency: Lapiz // Leo Burnett Chicago

May - 2016