Several snowmen were built in the city of Munich, where everyone could see them: in parks, on squares, refuges and pedestrian areas. What made them really eye-catching was the colour of their skins: the snowmen were tanned. A sign in their hands explained why they were not as pale as their colleagues: they knew about the great travel offers we wanted to promote. Tanning the snow was as simple as economical: with food colouring in a spray can.

Due to the client, the traffic on the website during the promotion increased by up to 25% in comparison with the previous year. The promotion was picked up by the local and national press and on several internet blogs. The passers-by were curious to know what was written on the signs and dedicated their time to reading the message.