Hard seltzer brand White Claw has installed a six-meter wide ‘frost-fuelled’ billboard in east London to offer commuters the ‘ultimate cool down’. As UK temperatures exceeded 40°C, White Claw installed a temporary billboard structure built with specially-designed cooling strips, heat-proof paint, and touch-activated gel-centered cooling mats that work by absorbing the body heat of people interacting with the board.
The interactive billboard features a thermometer, so passers-by can get a guaranteed ‘refrigerated and invigorating cool down experience’ as they place their palms and foreheads on the ‘cool-to-the-touch’ wall. People are also encouraged to ‘hug the mural’ to help cool down body temperatures.
Michael Dean, head of marketing at White Claw UK, said: “With record-breaking temperatures, we wanted to give Londoners a much-needed moment of light refreshment on this scorching day. What better way to cool them down than with a White Claw in hand and a billboard that will absorb all heat.” The visual design of the board emanates ‘icy cool waves of refreshment’. The ‘cool wall’ billboard can be found at 83 Redchurch Street, Shoreditch for two weeks.
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