If you've ever been to Chicago in the winter, you know the temperatures can get brutal, and that a clever South Carolina tourism campaign like this one would have a good chance of getting your attention.
The Time To Thaw campaign was created by The Bounce Agency for South Carolina Tourism. Installations were set up in Chicago parking garages to get people to continually think of the weather temperates in the south. Each ad featured the timetothaw.com URL and a tagline encouraging them to find out more about flights.
There was a flight of stairs painted like stacked suitcases, a phone booth with a conch shell in place of the receiver, a huge surfing billboard and giant golf tees among other things.