We answered the brief by collaborating with underwear brand Triumph and the media owner to buy two adjacent billboards near the party center of Copenhagen. The "Ice Cold" proposition was dramatized by the interaction between the two billboards.

One billboard was an otherwise rather conventional ice cold Jägermeister packshot. The other was a fake billboard for the underwear brand Triumph where the model had moved away from the cold temperature of the bottle.

The initiative created a buzz for Jägermeister in clubs, causing the consumption in the surrounding bars and clubs to rise between 10 and 40%.