We decided to freeze the new Defender to the point where its shape would be totally obscured by layers of ice, as if it had got caught in an ice storm. Then, we’d transport it incognito to some of the busiest locations in the UK and let it melt under the summer sun. And after a couple of days, it’d finally reveal its true form to everyone.
Alongside the stunt, we’d tease the reveal on our social channels by using a time-lapse of the ice melting.
The reveal would also take place over DOOH, with a livestream slowly revealing the new Defender.
And what happened in the end?
Well, the client got cold feet, and decided to go for the traditional silk sheet reveal.