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Canadian agency Newad has completed an experiential marketing campaign for a new aviation-themed television drama series, Arctic Air, which included illuminated ice sculptures and signs, also made of ice.

The 48-hour project saw ice aeroplanes and signs installed in Toronto's Nathan Phillips Square and Vancouver's Robson Square, as well as 'boarding passes' handed out by a promotional team dressed as Arctic Air employees which offered a chance to win a trip to the Northwest Territories.

The creative, which launched last weekend, was developed by M2 Universal, explains Newad.