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Break the Ice Challenge

MLS
Sports Activation
Toronto, CA

Services Provided:

3D Installation
Custom Fabrication
Event Activation
Giveaways
Guerrilla Marketing
Mobile Tour
Shipping and Storage
Staffing
Street-Level Media

Services Provided:

3D Installation
Custom Fabrication
Event Activation
Giveaways
Guerrilla Marketing
Mobile Tour
Shipping and Storage
Staffing
Street-Level Media

Our task

Major League Soccer tasked us with the creation of a unique physical activation to promote the MLS Cup in Toronto. More than a static installation, they encouraged us to push the limits of interactivity with something that soccer fans would remember forever.

We know that MLS fans love to be part of the action any way they can. Toronto supporters—of any sport—are rugged, tough and revel in the cold. In recognizing that overlap, ice was an obvious choice.

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Break the Ice

Gameshow challenge with a twist of Canadian grit, Break the Ice invited fans to drive real steel hammers into a mammoth two-sided wall of ice to reveal and win exclusive Toronto FC and Seattle Sounders merchandise. Hundreds had a blast participating; thousands cheered-on the action.

To bring Break the Ice to life, we designed and fabricated a massive wall of ice and froze merch within its depths. Each participant was outfitted with the necessary safety gear and the ice-chipping tool of their choice before entering the Ice Zone. There, they had thirty-seconds to joyfully hammer away for prizes.

Break the Ice

Gameshow challenge with a twist of Canadian grit, Break the Ice invited fans to drive real steel hammers into a mammoth two-sided wall of ice to reveal and win exclusive Toronto FC and Seattle Sounders merchandise. Hundreds had a blast participating; thousands cheered-on the action.

To bring Break the Ice to life, we designed and fabricated a massive wall of ice and froze merch within its depths. Each participant was outfitted with the necessary safety gear and the ice-chipping tool of their choice before entering the Ice Zone. There, they had thirty-seconds to joyfully hammer away for prizes.

Break the Ice

Gameshow challenge with a twist of Canadian grit, Break the Ice invited fans to drive real steel hammers into a mammoth two-sided wall of ice to reveal and win exclusive Toronto FC and Seattle Sounders merchandise. Hundreds had a blast participating; thousands cheered-on the action.

To bring Break the Ice to life, we designed and fabricated a massive wall of ice and froze merch within its depths. Each participant was outfitted with the necessary safety gear and the ice-chipping tool of their choice before entering the Ice Zone. There, they had thirty-seconds to joyfully hammer away for prizes.

Break the Ice

Gameshow challenge with a twist of Canadian grit, Break the Ice invited fans to drive real steel hammers into a mammoth two-sided wall of ice to reveal and win exclusive Toronto FC and Seattle Sounders merchandise. Hundreds had a blast participating; thousands cheered-on the action.

To bring Break the Ice to life, we designed and fabricated a massive wall of ice and froze merch within its depths. Each participant was outfitted with the necessary safety gear and the ice-chipping tool of their choice before entering the Ice Zone. There, they had thirty-seconds to joyfully hammer away for prizes.

Break the Ice

Gameshow challenge with a twist of Canadian grit, Break the Ice invited fans to drive real steel hammers into a mammoth two-sided wall of ice to reveal and win exclusive Toronto FC and Seattle Sounders merchandise. Hundreds had a blast participating; thousands cheered-on the action.

To bring Break the Ice to life, we designed and fabricated a massive wall of ice and froze merch within its depths. Each participant was outfitted with the necessary safety gear and the ice-chipping tool of their choice before entering the Ice Zone. There, they had thirty-seconds to joyfully hammer away for prizes.

Break the Ice

Gameshow challenge with a twist of Canadian grit, Break the Ice invited fans to drive real steel hammers into a mammoth two-sided wall of ice to reveal and win exclusive Toronto FC and Seattle Sounders merchandise. Hundreds had a blast participating; thousands cheered-on the action.

To bring Break the Ice to life, we designed and fabricated a massive wall of ice and froze merch within its depths. Each participant was outfitted with the necessary safety gear and the ice-chipping tool of their choice before entering the Ice Zone. There, they had thirty-seconds to joyfully hammer away for prizes.

Break the Ice

Gameshow challenge with a twist of Canadian grit, Break the Ice invited fans to drive real steel hammers into a mammoth two-sided wall of ice to reveal and win exclusive Toronto FC and Seattle Sounders merchandise. Hundreds had a blast participating; thousands cheered-on the action.

To bring Break the Ice to life, we designed and fabricated a massive wall of ice and froze merch within its depths. Each participant was outfitted with the necessary safety gear and the ice-chipping tool of their choice before entering the Ice Zone. There, they had thirty-seconds to joyfully hammer away for prizes.

Break the Ice

Gameshow challenge with a twist of Canadian grit, Break the Ice invited fans to drive real steel hammers into a mammoth two-sided wall of ice to reveal and win exclusive Toronto FC and Seattle Sounders merchandise. Hundreds had a blast participating; thousands cheered-on the action.

To bring Break the Ice to life, we designed and fabricated a massive wall of ice and froze merch within its depths. Each participant was outfitted with the necessary safety gear and the ice-chipping tool of their choice before entering the Ice Zone. There, they had thirty-seconds to joyfully hammer away for prizes.

Ice road trucking

We managed staffing and set up of the Ice Zone in multiple locations leading up to the Cup, including shipping and storage of the ice wall itself.

Permitting and location scouting were high priorities throughout. Time and space were limited on a short activation turnaround, as our host city was not determined until completion of the league’s semi-final playoff round.

Ice road trucking

We managed staffing and set up of the Ice Zone in multiple locations leading up to the Cup, including shipping and storage of the ice wall itself.

Permitting and location scouting were high priorities throughout. Time and space were limited on a short activation turnaround, as our host city was not determined until completion of the league’s semi-final playoff round.

Ice road trucking

We managed staffing and set up of the Ice Zone in multiple locations leading up to the Cup, including shipping and storage of the ice wall itself.

Permitting and location scouting were high priorities throughout. Time and space were limited on a short activation turnaround, as our host city was not determined until completion of the league’s semi-final playoff round.

Ice road trucking

We managed staffing and set up of the Ice Zone in multiple locations leading up to the Cup, including shipping and storage of the ice wall itself.

Permitting and location scouting were high priorities throughout. Time and space were limited on a short activation turnaround, as our host city was not determined until completion of the league’s semi-final playoff round.

Ice road trucking

We managed staffing and set up of the Ice Zone in multiple locations leading up to the Cup, including shipping and storage of the ice wall itself.

Permitting and location scouting were high priorities throughout. Time and space were limited on a short activation turnaround, as our host city was not determined until completion of the league’s semi-final playoff round.

Ice road trucking

We managed staffing and set up of the Ice Zone in multiple locations leading up to the Cup, including shipping and storage of the ice wall itself.

Permitting and location scouting were high priorities throughout. Time and space were limited on a short activation turnaround, as our host city was not determined until completion of the league’s semi-final playoff round.

Ice road trucking

We managed staffing and set up of the Ice Zone in multiple locations leading up to the Cup, including shipping and storage of the ice wall itself.

Permitting and location scouting were high priorities throughout. Time and space were limited on a short activation turnaround, as our host city was not determined until completion of the league’s semi-final playoff round.

Ice road trucking

We managed staffing and set up of the Ice Zone in multiple locations leading up to the Cup, including shipping and storage of the ice wall itself.

Permitting and location scouting were high priorities throughout. Time and space were limited on a short activation turnaround, as our host city was not determined until completion of the league’s semi-final playoff round.

The impact

Break the Ice proved to be an extremely popular fan attraction, the perfect street-side oddity to capture and share on social media.

Participants, winners and not, left with an unmatchably-cathartic brand experience.

By the numbers:

100 winners

10,000lb ice block

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