Ice Creeper in Melbourne

The Department of Health Services in Victoria, Australia, is sponsoring a dynamic billboard in Melbourne to raise awareness of the long term harm caused by the addictive amphetamine drug ice. “Fertiliser one of the ingredients of ice. Ice. It’s a dirty drug”.

Ice Billboard in Melbourne

A giant black creeping weed is growing over a white billboard over two months, slowly taking over the entire length of the sign. The billboard has been placed in an area known for drug abuse.


The Ice Creeper concept was developed at Lifelounge, Melbourne, by creative director Daniel Pollock, senior art director David Ponce de Leon and copywriter Laura Hunter. Plastic artist/sculptor was Corey Thomas.

Filed under: Billboards, Print



  • deadthevideo

    The posting regarding this ad states that it was erected in an area known for drug abuse. Is this the first part of an advertising strategy to have other such ads erected in other areas should this one prove successful? I mean, do the advertisers intend to monitor how well this ad does before considering other areas in which to place the ad?

    It is a clever strategy, but only time will tell if a more sledgehammer approach is called for.