Mexico - "Melting Neon"

LAPIZ Hispanic Marketing

LAPIZ Hispanic Marketing Chicago, United States

18865

Brand: Mexico
Country: United States

Advertiser: N/A

Title	Melting Neon
Agency	LAPIZ Hispanic Marketing
Advertiser	N/A
Brand	Mexico
Date of First Broadcast/Publication	2016 / 4
Business Sector	Destinations (Countries & Places)
Story	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 out on in Mexico, Mexico Tourism created the first “melting” neon sign with the message “Sun Open Till 8 pm. VisitMexico.com." Chicago agency LAPIZ used creative innovation (and a whole lot of ice) to show the 18,000 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 8pm in Mexico compared to Berlin’s much earlier sunset. The ice structure was rebuilt for five consecutive days, with each of the 47 components refrozen each day, resulting in five to 10 hours of installation time per day.
Media Type	Interactive Outdoor Experience
Length	66 seconds
More Information	https://www.facebook.com/VisitMexico
Post Production Company	Deluxe’s Beast
Creative Team	Carlos “Ia” Murad
Creative Team	Eduardo Vea Keating
Creative Team	Flavio Pina
Production Team	Aldo Gagliardi
Production Team	Juale Chavez
Creative Strategy	Felipe Cabrera
Creative Strategy	Isabella Villalobos
Account Manager	Ernesto Adduci
Account Manager	Daniela Barcelo
Account Manager	Pablo Sabouret
Account Manager	Maria Bonet
Production Designer	Espada y Santa Cruz (Madrid)
Post Production Company	Earhole Studios (Chicago)
Post Production Company	Co3 (Chicago)
Post Production Company	Method Studios
Music	“7th Sea” by Cordelia and the Buffalo
Music Licensing	SoStereo