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BBC Creative’s ‘shivering’ billboard features a larger-than-life Holly Willoughby


By Amy Houston | Reporter

April 13, 2022 | 3 min read

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.


BBC Creative / BBC Creative

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.

“Working on Freeze the Fear with Wim Hof has been fantastic,” said BBC Creative director Ali Dickinson.

“On what other project could you create a shivering billboard, complete with snow machines, icicles and giant versions of Lee Mack and Holly Willoughby shaking on the streets of Salford?”

To ramp up the icy effect, the billboard is completed with icicles made out of foam material attached to the bottom of the frame and sound effects playing the noise of blowing wind.

“Spring is in the air, but not for the eight brave celebrities who stepped out of their comfort zones and into the world of the Ice Man,” added Faye Jones, senior head of BBC marketing, BBC One.

“Our ad gives passers-by a sense of the freezing challenges they encountered. We hope it’ll put a smile on people’s faces, in the same way this brilliant new series will.”

BBC: Freeze The Fear by BBC Creative


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