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Top 6: April 20th 2016

Mexico Tourism Board: Melting Neon

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Top 6: April 20th 2016
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." 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.
Other credits

Client: Mexico

Campaign: Melting Neon

Agency: LAPIZ

Creative Team:

Carlos “Ia” Murad

Eduardo Vea Keating

Flavio Pina

Production Team:

Aldo Gagliardi

Juale Chavez

Julie Ptasinski

Strategy Team:

Felipe Cabrera

Isabella Villalobos

Account Team:

Ernesto Adduci

Daniela Barceló

Pablo Sabouret

Maria Bonet

Production Design Studio:

Espada y Santa Cruz (Madrid)


Beast (Chicago)

Earhole Studios (Chicago)

Co3 (Chicago)

Method Studios (Chicago)

Music: “7th Sea” by Cordelia and the Buffalo

Music License: SoStereo

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