The results were spectacular!
American Express offered free entry to the pool and provided complimentary branded swimming caps, towels, water bottles, coffee and juice to all patrons of Icebergs that morning.
The media event included an address from Malcolm Turnbull (Minister for Communications), Bruce Billson (Minister for Small Business) Matt Moran (Head Chef of Fish at North Bondi) and Monty Koludovic (Head Chef of Bondi Ice Bergs) battled it out in a scrambled egg cook off and former Olympian Michael Klim gave the local children a swimming lesson they will never forget.
Over the course of 12 hours we worked with our trusted partners from the Collective of Creators, were on site at Bondi Baths to install a 50m x 23m Shop Small banner and a 10m diameter logo in the bottom of the Icebergs pools.
The pool was then refilled and the water used to ballast the banner. Scuba divers were engaged to ensure that the banner was secured and that we minimised the elements. Over 50 tear drop banners and Shop Small flags were erected to ensure that the site was complete.
The entire Icebergs precinct (and its multiple stakeholders) was engaged to be a part of the morning media launch.
We were approached by Howorth Communications to help develop a media event for the American Express “Shop Small” movement, which is a annual campaign that is active during the month of November. The campaigns focus is to promote Australian Small Business and to encourage the local communities to “Shop Small".
In close collaboration with Howorth we developed and executed an activation that would garner international attention using an iconic Australian location. And we delivered!