To release Pernod Ricard’s new product, Montilla Esquente, a ready-to-drink alcoholic beverage with honey and lemon mix, NBS placed an ad printed in a special plastic bag that turns into a disposable ice cubes bag. It’s simple: fill ad with drinking water, place it on the freezer and after it’s frozen, just remove the cubes and use them to enjoy a very cold Montilla Esquente.

Advertising Agency: NBS, Sao Paulo, Brazil
Creative Directors: Carlos André Eyer, Cassio Faraco, André Lima
Art Director: Daniel Scheiner
Copywriter: Rafael de Miranda
Illustrator: Gingerpic
Photographer: Dulla
Print producer: Alexandre Oliveira
Art-buyer: Rose Zanetti
Planners: Gisela Toledo, Gabi Bianco
Client services: Alexandre Grynberg, Paula Malvezzi, Samantha Kechichian
Published: April 2014