To promote the new cool LEGO® City Arctic line, Antwerp advertising agency Done by Friday came up with what was literally a 'cool' campaign: an adventurous, ‘cold-to-the-bones’ Arctic expedition through Belgium. Several of the Dreamland
chain of toy stores were featured, each with a rental freezer unit
from Coolworld. Both the insides and the outsides were stylishly adorned with beautiful stickers in line with the sub-zero theme. The young Arctic explorers, suited up in matching costumes, could dig around in the ice mass in these mobile freezer units to excavate their own LEGO® figurines and to compete for the title of 'greatest explorer' of the Arctic event.