Interactive Billboard With Flamethrower - Ice&Fire | Clapboard Ad Archive

In a striking departure from conventional OOH execution, Ice&Fire’s Interactive Billboard With Flamethrower, conceived by Zaraguza for the Slovak alcoholic drinks market in 2014, thrust the brand’s fiery proposition literally and unmistakably into the public arena. Harnessing the elemental spectacle of fire, this campaign placed an augmented billboard capable of emitting jets of controlled flame directly in urban environments, ensuring that Ice&Fire’s core attribute of intensity could be neither missed nor misinterpreted. The concept avoided traditional narrative or testimonial-based persuasion in favor of pure, unambiguous sensory impact, opting for a live activation that demanded engagement through shock and awe rather than passive observation. This tactic aligns with what Clapboard’s taxonomy identifies as FORMAT#9—Symbolize the Benefit, where bold visual exaggeration is deployed to embody the product’s promise; here, the flamethrower becomes a literal expression of the ‘fire’ in Ice&Fire, translating the drink’s heat, energy, and daring identity into an experience no passerby or consumer could ignore. In a market typically governed by high-spend, visually formulaic OOH, Zaraguza’s intervention placed tech-driven, experiential creativity at the fore, signaling that the category’s codes are not fixed but open to radical reimagining in line with brand character. By forgoing celebrities, linear storytelling, or problem-solution tropes, the campaign’s power resided in its immediacy and theatricality—a spectacle choreographed with enough restraint to entice rather than alarm, and one calibrated to leave a lasting mark on both memory and conversation. The decision to go interactive not only differentiated Ice&Fire from its competitors, but established a visceral recall that static display media rarely achieves, giving the brand a newfound distinction within Slovakia’s beverage landscape. The campaign earns 71/100 in Clapboard’s global creative archive. For an industry often content to bow to safe typologies in OOH, Ice&Fire and Zaraguza’s collaboration stands as persuasive evidence that audacious symbol-driven stunts can expand both brand equity and the palette of what outdoor advertising can credibly deliver.