With 35,000 votes generated by the public and attended by over 400 of the New Zealand’s music community, the Juice TV Music Awards needed a provocative campaign to drive attendance and interest. It needed to cut through e-traffic, peak interest and raise the event’s profile. ICE achieved this with an edgy and humourous layered campaign utilising email and an animated microsite that delivered Rock n Roll to the exclusive environment of the touring hotel; The Stamford.