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Advertisers are always looking for fun and unique ways to dress up billboards, whether it be through extending the board outside of its normal parameters or using creative props to draw the eye towards it. In an effort to take advantage of the frigid winter conditions, DDB Stockholm in Sweden came up with an especially clever idea for their client, Volkswagen. They erected a billboard in the middle of the ice with the stipulation that the winter-package special the billboard advertises will last until the ice melts and the board falls below the surface. There’s even a contest to guess when that will happen. You can read the article here and even watch the video of the billboard’s construction here.