A promotional campaign took place in Sydney, Australia to celebrate the beginning of a brand new clothing label. However, they made their debut in the most interesting and peculiar way.
Using a money-filled block of ice that weighed 400 pounds, they placed it in the middle of Martin Place, where people were invited to icepick it to their heart’s content for the cash.
Looking through the gallery of this event, this ice block of cash successfully attracted a lot attention and hardworking ice-pickers. Aside from being a creative debut, they also placed a different meaning to the phrase, "cold, hard cash."