This August, Lebanon faced a blistering summer heatwave, temperatures spiked to reach their highest peak and humidity sweltered.

We therefore decided to literally take the “Please put me in a refrigerator” expression on-ground.

Marrying technology with the true refreshing sensation X-Fresh brings, we created a booth surrounded with powerful air-conditioners smartly linked to Virtual Reality headsets. Once on, you are transposed into a land of cold, visually inspired by the TVC look and feel, with snowflakes and gums falling from the sky.

Users were offered two controllers tracking hand-motion and were asked to shoot the X-Fresh packs. With every pack shot, a burst of cold air would emanate from the different air-conditioners across.

The more you shot gum packs, the colder it got. So the longer you touched snowflakes or gums, the longer the freshness, bringing users a fully immersive chilling experience, replicating the exact sensation X-Fresh brings.