In pictures: Cake launches North Face shops with Paris ice stunt

Agency Cake created a guerrilla-style stunt on the streets of Paris yesterday (5 December) to launch three North Face shops.

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At the crack of dawn, five ice sculptures appeared in high footfall areas in the French capital.

The public were encouraged to tweet photos to #missionparis. Anyone who uploaded a photo had a chance of winning prizes later that day.

Cake encouraged snappers to go back to the sculptures to release golden tickets buried inside the ice to win an adventure to the Arctic Circle, as well as North Face apparel.

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