Having recently noted with incredulity the fact that a Brazilian water company has been using water in its 'Save Water' bus shelter ads we found that this frivolous attitude to water is not isolated here in Brazil. Samsung launched their action "Its Hot, Its Cold" by putting a block of ice in front of the luxurious Shopping Morumbi with the company's products inside. The promotion will giveaway products to the consumer that hits - or near - the date, time and exact minute when the cube has completely melted. Through infrared laser sensors, an alarm will be triggered when the ice thaws.
The promotion was made in partnership with the interactive agency Digital One in partnership with Dudinka.