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Title: Ford stand at the British International Motor
Client: Ford / Imagination
Category: product-launches-and-promotions
Location: ExCeL Exhibition Centre, London

The Creative Brief: The creation of a full size ice replica Ford S-Max Convertible model, with exterior and interior details. The ice car was to be included in a reveal as part of a press launch; to deliver a powerful message regarding Bio ethanol fuel powered vehicles and this unique model on press day. To integrate the ice S-Max car into the existing stand structure and design, with controlled drainage, production, limited timeframes for installation and removal at the end of the day with minimum disruption to the existing stand layouts. To involve the brand features and images within the ice vehicle to communicate messages and to create photo opportunities by creating the car on this scale and detail.
Innovative Solution: Creation of the full size car took over 10 days in the Icebox’s freezer studios. Working from original drawings supplied by Ford Germany and having the only actual car of this model in the UK, under 24hr secured storage on our site, the Icebox team again created the most stunning results in ice. The Icebox team worked with Imagination to create drainage plinths and display plinths that fitted into the existing design and controlled all drainage and display lighting. Icebox transported the sculpture in large freezer vehicle and installed the ice car between 3am and 7am, in time for the major reveal and presentation at 9am. The Icebox expert crew managed and handled this installation and removal without any ice ever being in contact with the venue floors. From first discussions of ‘is this possible’ the Icebox experts were part of the process from the initial concept to making it happen. From this original idea, the ice theme developed into also adding in an Ice Bar counter being installed on the Ford stand in a chilled glass paneled room, during the whole 14 days of the motor show. This chilled room was used to serve delicious ice lollies, together with AV communications relating to the bio ethanol and fuel themes. This was a winning result for Ford, during a warm July!
Dynamic Result: The Ford stand received more press coverage than any other launch that day at the Motor Show. Our client’s at Imagination could not have been happier. Again our expertise and the power of ice delivered and exceeded all expectations.
“As you know, I had been looking for an opportunity to work with you ever since I saw your amazing ice exhibition in Hannover. Finally we had that opportunity realised at the London Motorshow and Ice Box met all my expectations and more. From our initial meeting you have successfully transformed our stand into the ‘coolest’ place to be at this year’s Motorshow. The whole process has been a pleasure, your quality and commitment to detail does you proud and we all enjoyed the challenges that came with a 6-tonnes carved ice car being built on stage before our eyes. None of us were to know during the planning stages that you would have to deal with temperature in the high 90’s, but even this obstacle presented few problems to your team. Thank you for dealing with the press interest at your workshop and above all for meeting our budgets and delivering to an exceptionally high standard.

The show was an outstanding success and all aspects of the Ice Box features worked extremely well; the life-size ice car received more press than any other launch that day, the Ice Bar and DJ booth provided a daily cool haven from the heat and the live ice carving was a huge draw for the public.

Please pass on my sincere thanks to all your team for making the experience unforgettable”

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