Our team realized that if you can fight fire with fire, you should be able to fight cold with ice. So we froze Summery items, such as flip-flops, swim trunks, golf clubs and tennis racquets, in giant blocks of ice (The Grand Prizes were two round-trip flights on JetBlue to Palm Springs with accomodations). We then stacked those blocks in high-traffic areas of New York (Flatiron Plaza and Washington Square Park) and allowed passers-by a chance to break the items out. Eager participants pulled, pushed, picked and chipped until nothing remained but a large pile of crushed ice.
We left with cold fingers, warm hearts and happy clients.
Click the links below for some unbiased opinions on the event.