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Septembre 2005

ICE CUBE CHALLENGE - WRANGLER - WANTED - PARIS

Break the Ice and win a treasure!

Advertiser: Wrangler
Campaign: Wanted
City: Paris
Expertises: Ice Cube Challenge, Mobile Display

Creating real-life scenes in the streets through an "Ice Cube" device.

Wrangler, the legendary American jeans and workwear manufacturer, turned to OOH advertising to rejuvenate its image and reconnect with a younger audience.

To this end, Urban Act designed and deployed for the brand's "Wanted" clothing line, a communication operation that turned the city of Paris into a giant treasure hunt map. Hundreds of Ice Cubes were deployed in the lively and trendy districts of Paris to give a chance to the public to win free Wrangler jeans!

An experiential and participatory device that allowed the passers-by to break away from their daily routine. A battle of strength and wits that forced the participants to demonstrate their ingenuity (like buying a sledgehammer at the hardware department of the BHV) in order to free the articles of clothing from their ice prison.

Urban Act also deployed a large-scale version of the device featuring vehicles buried under huge ice cubes that seemed to have "fallen from the sky".   These vehicles were towed to locations with a highest pedestrian flow in the selected districts!

An unconventional OOH communication operation with a high potential for virality and shareability on social media.

Other realisations expertise Ice Cube Challenge


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NATIONAL AND INTERNATIONAL OUTREACH

A very specific profession, strong customer expectations and local know-how that is not always mastered
or up to the stakes, have prompted advertisers to seek Urban Act and its expertise beyond its borders.