This ice sculpture project (developed by Cossette‘s Vancouver team) embedded 4,000 loonies inside 8,000 lbs. of ice so passersby could take turns chipping at the installation.
McDonald‘s threw a beach party nearby (by Alberta’s Sylvan Lake Pier) with games and giveaways while the ice melted, promoting the restaurant’s $1 drink promotion.
“Mass media surrounding Dollar Drink Days had already been in market since April, but with the initiative running until September – we looked for a creative idea to continue driving consumer interest,” said Nadine Cole, Cossette Vancouver’s vice-president and general manager, in a release.
