Youngster BKK freezes Bangkok with ‘Extra Coolivery’ stunt for Smirnoff Ice Extra Cool
Imagine Bangkok, a city where the heat barely pauses, suddenly interrupted by a visitor from the Arctic. That’s the shock Youngster BKK delivered to launch the new Smirnoff Ice Extra Cool. Instead of a standard product reveal, the agency turned the entire city into a live stage. Out of nowhere, an Eskimo appeared riding a frost-covered ice sled through Bangkok’s busiest streets, instantly freezing millions of eyeballs and igniting a viral storm. The mission: deliver Smirnoff Ice Extra Cool in the most impossible way imaginable.
The surreal image of an Arctic traveler hauling frozen cargo through Bangkok’s sweltering heat created an irresistible contrast. Cold mist drifted across sidewalks. Snowflakes scattered under neon lights. Crowds trailed behind, filming, laughing, and sharing in disbelief. People spilled out of shops to capture the moment. Within minutes, social media lit up with clips of the mysterious visitor gliding through the city.
Curiosity spread just as fast. What is he doing here. What on earth is he delivering. The answer sat boldly on the sled. Smirnoff Ice Extra Cool has arrived in Thailand.
This was not just a stunt. It was a disruptive brand experience that used the city as the canvas and the public as the storytellers, making the product benefit visible, tangible and impossible to ignore.
EXTRA COOLIVERY transformed a simple product truth into a larger than life cultural moment for Smirnoff Ice Extra Cool, proving that when the idea is bold enough, the streets become the most powerful media channel. Youngster BKK delivered an experience so unexpected and visually iconic that Bangkok froze in excitement and shared the story for them.
A product colder than anything Thais have ever felt deserved a launch the city had never seen. EXTRA COOLIVERY delivered exactly that.
Credits
Client: Diageo Moet Hennessy (Thailand)
Marketing Director: Jarinee Wongkamthong
Marketing Communication and Cultural Lead: Kittisak Anansitichok
Assistant Brand Manager: Tanawat Phanishsam
Agency: Youngster BKK
Chief Creative Officer: Boonasak Bunnahirun
Executive Creative Director: Lerdpong Jaturontrasame
Associate Creative Director: Juthamas Chaimung
Art Director: Wongrak Pikawat, Tapanee Auin
Copywriter: Supakrit Srihachai
Planning Director: Wannaporn Osiriphan
Account Director: Paphawee Leksila
Account Manager: Ananya Pattayanont
Producer: Serene Witayanupapyuenyong
Photographer / DOP Team: Stormwind Company
Prop Master: Eiat Art
Casting: Serene Witayanupapyuenyong, Pantip Payakkha
Make Up Artist: Chatchai Suwan
Stylist: Jaturong Yuya
Location Manager: Kasitsak Thunyapeard, Krishana Chanmune, Kanit Yodpanya
