Smirnoff Ice – 15 Seconds of Chill
Diageo approached us to consult on how to activate their brands within the Austrian festival landscape. From that, we developed a full brand experience for Smirnoff ICE from scratch and built a modular brand space designed for high visibility, fast deployment, and clear brand experience. At its centre: a space to cool down, activate, refresh and relax. Around it: tools designed to invite interaction, create flow, and build relevance.
A Festival activation built for impact
The activation was built on a two-container system. One container functioned as a fully branded bar unit. The second housed the core feature: the 15 Seconds of Chill Room.
This enclosed, visually frosted space was staged to resemble an ice room. Inside, guests experienced a 15-second sequence of fog, pulsating light, and layered sound—activated by the on-site promo team. The room was cooled down and climatised, offering a brief, physical reset from the summer heat. A short-form, sensory experience that communicated the brand's refreshment message without saying a word.
The bar container used in 2025 was a placeholder, used temporarily while a custom-built final unit, which experienced unforeseen delays, was being finalised. The actual container—set to launch in 2026—is a custom-built wing container, a format rarely seen on the Austrian festival circuit. Visually distinct and structurally refined, it will complete the intended design and allow for an even stronger presence moving forward.
touchpoints that invite interaction
To extend dwell time and increase engagement, we built a suite of activation tools around the chill room and bar. These included:
- A Smirnoff Ice XL fan as its own cool-down moment, button activated to deliver 15 seconds of chill.
- barrel tables with integrated game
- Shaded seating zones to support dwell time
- An ice wall photo backdrop for spontaneous content creation
- An claw machine (existing Diageo asset) integrated for prize wins
All surfaces were designed for outdoor resilience, fast to assemble and dismantle. Visibility from a distance was critical in crowded festival zones, so we mounted a large-scale Smirnoff Ice can and oversized logo on top of the structures. The can itself acted as a landmark across the site and became a key visual cue in social content.
A Stand-in bar this year - a showpiece next year
The activation premiered at Donauinselfest in Vienna and continued on to Lido Sounds in Linz, performing consistently in both high-traffic environments. Guest interaction and promotion were handled by Sellinnx, who activated the area with energy, reliability, and strong presence throughout the entire run.
Select activation tools were also used at Heitere Open Air in Switzerland as part of a broader regional rollout.
This activation proved once again how thoughtful brand design translates into measurable impact: visibility, engagement, and unforgettable experiences – all anchored in Smirnoff Ice’s refreshingly bold identity.
Please enjoy responsibly | DrinkIQ.com
Photo Credit, Sellinnx GmbH, Josef Wagner, revolvers creative
