Mercedes-Benz Ice Garage

The Context

Mercedes-Benz Canada (MBC) set a goal to raise awareness around MBC’s winter driving program and the new 2020 line-up of cars through an immersive experience.

MBC turned to Proof Experiences to build two days of driving, dining and the ultimate winter concert experience in Gimli, Manitoba.

The Solution

We used a custom built, 2,000 square foot Ice Garage, made of 80,000 lbs. of ice on the frozen shores of Lake Winnipeg as the venue for the event. The Ice Garage was fully functional and lit with glowing LED lights making the venue visible from miles away across the lake.

It was the perfect location for a press conference from the President of MBC to highlight the new 2020 line up of vehicles on night one of the event.

Inside the venue, eighty (80) selected media, influencers and content creators took in a surprise concert from The Arkells & Said the Whale, sipped on cocktails from a 15’ ice bar and ate gourmet, locally-sourced meals from Chef Matt Watt, who brought a touch of artistry to each dish, creating photo worthy moments. To top it off, the evening ended with Crown Royal infused s’mores over the open fire and personalized fur blankets.

The Results

Influencers were thrilled with the experience, and a Toronto Filmmaker, Photographer, and Creative Director posted on Instagram: “I don’t even know where to start. These past 3 days in Gimli, Manitoba with Mercedes-Benz Canada have been one of the highlights of my professional career…I’m still buzzing after spending the day drifting AMG’s sideways and ending the night in a custom-built ice garage with special performances […]. Without sounding too cheesy – my face still hurts from smiling.”

Services Provided

  • Strategy & Ideation 
  • Stunt Planning, Logistics and Management 
  • Production & Creative Development 
  • Staffing Solutions Recruiting & Training 
  • Event Logistics 
  • Supplier Sourcing & Management 
  • Reporting, Measurement & Analytics 
  • On-site Management 
  • Entertainment Selection & Negotiation 
  • Staging & Audio Visual Management