ice record: challenging, intriguing

This project is great because it uses a material (in this case ice) to echo an idea in a song. According to video below, the song Blue Ice is by Shout Out Louds and is about fading devotion.

Aside from the obvious connection between song title and material, I think what gives this whole thing power is that a song, which is temporary, manefests itself in a temporary form. The fact the record has an expiration date makes it all the more precious. Watch the video and listen to how the quality of the song slowly degrades over time.

This is a case where people have to work harder to hear the single, but they are rewarded all the more for their efforts. I'm suprised in some ways that Mr. White hasn't figured this one out yet. Props to TBWA Stockholm for figuring it out!

via co.design