Coinciding with the launch of the new BBC TV series Freeze the Fear with Wim Hof, BBC Creative has created a larger-than-life 3D moving billboard with a frosty effect.
The six-part series, hosted by Holly Willoughby and Lee Mack, sees eight celebrities embarking on a once-in-a-lifetime epic adventure, under the training of extreme athlete Wim Hof (aka The Iceman).
Catching the attention of locals, the out-of-home (OOH) activation is on display on Chapel Street in Salford and features the shivering co-hosts. All the while Hof remains cool as he takes a dip in icy water.
Getting the ‘shudder’ effect right was key to the campaign, and it comes from a custom-made motor that gently moves the cut-outs as if shaking from the cold.