Sony Pictures Italia
Frostbusters
A massive frozen cube with a vintage Ghost Trap locked inside, mysteriously appearing in Milan’s iconic Piazza Gae Aulenti. During the day the ice melted, slowly revealing references to Ghostbusters: Minaccia Glaciale and the film’s release date. A spectacular countdown installation that brought the movie’s icy atmosphere to life — igniting buzz online and offline ahead of its theatrical debut.
THE CHALLENGE
Promote the theatrical release of Ghostbusters: Minaccia Glaciale with a highly visual, shareable, and urban activation capable of sparking curiosity well beyond the core fanbase. The idea was to leverage the film’s supernatural and glacial themes to create a city-wide moment — building anticipation and conversation both in person and across digital platforms.
THE IDEA
We conceived a giant ice cube installation, with an original Ghost Trap frozen inside. The cube appeared in Piazza Gae Aulenti — one of Milan’s most modern and visited spots — without any initial explanation. As the days passed, the gradual melting of the ice acted as a live countdown to the film’s release: only when the Ghost Trap was fully revealed did the cube unveil the movie’s logo and release information. A physical metaphor for the “Minaccia Glaciale” (Frozen Threat), designed to intrigue, engage, and entertain the public.<
A Frozen Countdown in the Heart of Milan
The mysterious ice cube became an instant sensation in Piazza Gae Aulenti. Locals, tourists, and influencers stopped to photograph it, sharing images and speculations across social media. National press and entertainment sites quickly picked up the story, amplifying the buzz.
The gradual melting created an organic, real-time countdown that kept people coming back — both online and in person — to witness the reveal. The project ultimately won the PRESS & OUTDOOR KEY AWARD 2024, recognized for its originality, effectiveness, and cultural resonance.
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