Icehouse: Sliders, 1

Can’t wait to skate

Icehouse is Melbourne’s newest ice sports and entertainment facility and is the largest in the Southern Hemisphere. The challenge was to market ice sports in a market where there was no ice-sport culture. Traffic created a brand identity for Icehouse that communicated the essential ingredients of this iconic venue – great fun and world-class entertainment. The identity was applied from the building interior and exterior right through to advertising collateral, including the ‘Can’t wait to skate’ campaign which ran in the lead up to the grand opening. The campaign was a huge success, with more than 20,000 visitors in the first 2 weeks of operation.

Advertising Agency: Traffic, Melbourne/Sydney, Australia
Creative Director: Andrew Begg
Art Director / Copywriter: Chris Shurey
Photographer: Louis Petruccelli
Retouching: Louis Petruccelli
Published: 2010

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9 comments

morse's picture
morse
15972 pencils

Poor idea, nice photo.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

TommyO's picture
TommyO
1866 pencils

My thought exactly. While I used to "skate" on the floor like that when I was in high school, it's not a good idea as a visual for the ad.

luispiter's picture
luispiter
2756 pencils

what is the idea??

shahidali's picture
shahidali
4069 pencils

Like it. Can identify.

shahid

jackblack's picture
jackblack
2261 pencils

No. Not good. Sorry.

dean viii's picture
dean viii
1676 pencils

excuse me, I just threw up in my mouth.

kleenex's picture
kleenex
29333 pencils

I feel like this is an injury waiting to happen.

AdBuzzer's picture
AdBuzzer
1168 pencils

It's dull and certainly doesn't make anybody want to skate in that fabulous new facility.

dadada's picture
dadada
1720 pencils

Why the ice in the visual? such it is, it communicate two ideas (wich isn't good for the ad) it communicate the ice sport facility and the "can't wait to skate", in short : the idea is little bit confusing in my opinion.

Everybody is creative, be yourself.

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