Winners & Shortlists

THE ICE CUBE THROWING CHAMPIONSHIP

TitleTHE ICE CUBE THROWING CHAMPIONSHIP
BrandPERNOD RICARD
Product/ServicePERNOD 51 ROSÉ
Category A05. MOBILE GAMES
Entrant Company DIGITASLBI FRANCE Paris, FRANCE
Advertising Agency DIGITASLBI FRANCE Paris, FRANCE
Credits
Name Company Position
Bridget Jung Digitaslbi Paris Chief Creative Officer
Nicolas Thiboutot Digitaslbi Paris Creative Director
Frederick Lung Digitaslbi Paris Creative
Philippe Pinel Digitaslbi France Creative
Chisato Tsuchiya Digitaslbi Paris Art Director
Aline Kesting Digitaslbi Paris Graphic Designer
Olivier Dubocage Digitaslbi Paris Motion Designer
Jeremy Vissio Digitaslbi France Motion Designer
Diego Verastegui Digitaslbi France Realization
Julien Terraz Digitaslbi France Creative Technologist
Didier Brun Big Boss Studio Digital Producer
Benedicte Leclere Apollo Studio Music Producer
Romain Deschateaux Digitaslbi Paris Project Manager
Gilles Gandara Digitaslbi Paris Account Director
Simon Guillemet Digitaslbi Paris Mobile Project Manager

Creative Execution

We turned the Point-Of-Sale ad, a classically boring and top down media, into a fun, personal and interactive experience. We introduced the new drink in a playful way that engaged potential customers by allowing them to personally interact with the product via an augmented-reality mobile game. The gamification element of this campaign was an important factor in driving engagement for customers and barmen alike. Barmen became brand ambassadors inviting people to play for their 'local bistrot'. Customers engaged in some friendly competition with their friends (and also at a national level) whilst waiting for their drink.

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" as well as how it should be drunk.

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!