Arm and Hammer
To dramatize Arm & Hammer's de-sensitizing and strengthening properties for the difficult to reach young adult audience we created an urban ice sculpture competition. Posters advertising the monthly 'ice drops' were designed through a Facebook competition. Interested parties were invited to follow on Twitter, Facebook and YouTube and to attend the ice sculpting events where every competitor must take a bite from the ice sculpture they are creating. Each event's winning piece was photographed for large-scale posters. The overall competition winner was to be sponsored for a whole year.