Nobody throws a launch party for ice. So we built a secret society around it.
Euhomy came to us to launch their new ice machine in New York. The brief arrived from Asia, the audience was American, and the product was the one thing nobody in a room ever looks at. There was no existing concept to execute, so we created one from scratch: Ice Society, a members-only world where ice is the point, not the afterthought.
Then we built it. A New York studio dressed one hundred percent, floor to ceiling, into a place that didn’t exist two weeks earlier.
Because the argument was never about a machine. It’s that a drink is only as good as the ice in it and once you’ve tasted the difference, you can’t go back.
We broke down how you build an activation around a product people take for granted, read it here → Brand Activation Around Commodity Product
Launching somewhere you’ve never launched before? Concept, build and execution, tell us the city.
