Title	THE ICE CUBE THROWING CHAMPIONSHIP
Brand	PERNOD RICARD
Product/Service	PERNOD 51 ROSÉ
Category	A08. DIGITAL DESIGN
Entrant Company	DIGITASLBI FRANCE Paris, FRANCE
Advertising Agency	DIGITASLBI FRANCE Paris, FRANCE

Name	Company	Position
Bridget Jung	Digitaslbi Paris	Chief Creative Officer
Nicolas Thiboutot	Digitaslbi Paris	Creative Director
Philippe Pinel	Digitaslbi Paris	Creative
Frederick Lung	Digitaslbi Paris	Creative
Chisato Tsuchiya	Digitaslbi Paris	Art Director
Aline Kesting	Digitaslbi Paris	Graphic Designer
Olivier Dubocage	Digitaslbi Paris	Agency Producer
Jeremy Vissio	Digitaslbi Paris	Motion Designer
Diego Verastegui	Digitaslbi Paris	Realization
Julien Terraz	Digitaslbi Paris	Creative Technologist
Didier Brun	Big Boss Studio	Digital Producer
Benedicte Leclere	Apollo Studio	Music Producer
Gilles Gandara	Digitaslbi Paris	Account Director
Simon Guillemet	Digitaslbi Paris	Mobile Project Manager
Romain Deschateaux	Digitaslbi Paris	Project Manager

Brief Explanation

In France, the waiting time on café terrasses in summer is very long… We turned this problem into an opportunity to promote 51 Rosé by creating a fun, time-killing augmented reality mobile game. This new drink is best served with lots of ice, so we made ice cubes the currency. Players had 51 seconds to launch as many ice cubes as possible from their smartphone into the glass printed on the good old Point-of-Sale ad on their table. Through geolocalisation, each player could contribute to the total score for their bistrot. We turned a national problem into a national sport!

The Brief

Pastis 51 is one of the most popular drinks in the south of France : it’s an anise-based alcohol always served in a small glass with an inch of water. Pernod asked us to launch "Pastis 51 Rosé" : a fruity variation of the classic aperitif that breaks all conventions : it's served in a big glass with lots of ice! We had a double-objective : Introduce people to this new drink and explain its unusual consumption (... whilst respecting the very strict legal requirements and constraints surrounding alcohol advertising in France).

How the final design was conceived

We designed an experience that would engage potential customers at the point-of-sale. 51 Rosé is a new summer drink targetted at a young audience, best enjoyed at the end of a hot summer day on a terrasse. 51 Rosé breaks with tradition as it is consumed in a big glass with lots of ice. Our experience and design needed to reflect this. We developed a nostalgic seaside/sunset French Riviera illustration style that taps into a very traditional, vintage feel. We gave it a modern twist through animation and interactions in the augmented-reality mobile game.

Indication of how successful the outcome was in the market

1522 bistrots took part in the competition and more than 6 millions ice cubes were thrown in total. The ice cube throwing championship turned a national problem into a national sport and got people talking about "Pastis 51 Rosé" and how it should be drunk.