At the outset of their new multi-year sponsorship deal with Athletics Ireland, Biofreeze wanted to make a big splash at a number of events throughout the summer and let sport enthusiasts at all levels know to reach for Biofreeze for cooling relief for their aches and pains. Biofreeze were seeking something out of the box (or bath in this case): enter Headcase.

After several ideations and consultations with the client, we settled on combining the all important trial of the Biofreeze range of products with a more traditional yet popular method of cryotherapy - ice baths! With the concept in place, we set out to create the best, most memorable brand experience for Biofreeze, whilst ensuring we held their ethos and mission in all we created.

With a Spray Zone for application of Biofreeze products, a Biofreeze victory photowall and the bespoke branded Biofreeze ice baths, we successfully created a cohesively branded Biofreeze Recovery Zone, primed to assist in the cooldown for all participants in the many races and events we attended throughout summer.