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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
Canada

http://www.leoburnett.ca
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

margaret.arnold@leoburnett.ca

EVP David Kennedy

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david.kennedy@leoburnett.ca

Lisa Morch

VP, Director of Knowledge Mgmt

lisa.morch@leoburnett.ca

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Chicago

LAPIZ Unveils ‘Melting Neon’ Billboard

Campaign reminds Germans of the sun they could be having in Mexico

Winter can be a bummer no matter where you live, but for Germans, the biggest complaint is the lack of sunlight during those frigid months. So to remind Germans of the long sunny days they were missing, Mexico Tourism created the first “melting” neon sign with the message “Sun Open Till 8 pm. VisitMexico.com."

LAPIZ used creative innovation (and a whole lot of ice) to show the 180,000 international attendees at ITB, the world’s leading travel trade show, that Mexican warmth can melt away the German winter.

The 5-meter-high neon billboard was formed by 0.2 cubic meters of ice, 47 laser-cut letters and molds, 80 meters of wires and hundreds of screws to announce that the sun was open till 8 p.m. in Mexico, compared to Berlin’s much earlier sunset.

The ice structure was rebuilt during the ITB for five consecutive days, with each of the 47 components refrozen each day, resulting in five to 10 hours of installation time per day.

Follow the “Melting Neon” conversation online using #MexikoSonne.