Winter was coming to an end, and the ice on the canals in Amsterdam was melting. So with that came an opportunity to remind people about climate change. The environmentally-friendly QR codes (made from a sheet metal stencil and ‘printed’ with sticky sand and chalk – it was the first time this technique has been used) were placed on Amsterdam’s canals and contained a link to the WWF site which has info on the melting ice caps.
Once temperatures started to warm up, the message was clear.
There was no media spend, and there are no laws on printing on ice.
Wouldn’t have liked being the person who had to go on the ice to print it though! But a great way to get the message across, what better way than using the actual ice you’re spreading the message about.