Iconic SG ice-cream bikes get a Mad Max makeover

Would you eat ice-cream from a Mad Max bike? Warner Bros., in collaboration with Havas Play, brought the grit and glory of Furiosa: A Mad Max Saga to the streets of Singapore, in an activation that integrates Mad Max’s post-apocalyptic wasteland into Singapore’s unique cultural landscape.

Inspired by the ice-cream bike vendors of Singapore, and how visible they are on the roads, Havas Play fabricated from scratch a functional ice-cream cart, complete with skulls, spikes, chains and extensive exhaust pipes, to garner attention for the movie.

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On May 18, the Ice-Cream Warlord Cart, named the Sundae Scrapper, took to the streets. On the high-traffic sidewalk of 270 Orchard Road, fans and passers-by were rewarded with free ice-cream if they followed @warnerbrossg on social media and posted a photo of the ice-cream cart.

Participants who screamed “Witness me!” into a decibel reader and hit a certain decibel won exclusive movie premiums. The Sundae Scrapper also made it to the premiere of Furiosa: A Mad Max Saga held at Shaw Lido, where invited guests and KOLs could redeem free ice-cream and pose for photos.

A total of 657 ice-creams and 90 pieces of premiums were given out.

Kenny Yap, managing director of Havas Play, said, “With rising audience expectations, we are leaning into creating compelling events and activations, and the Furiosa ice-cream cart is an example of marrying online social content with a culturally relevant offline encounter. At Havas Play, we want to drive impact with meaningful experiences, and help brands capture attention by harnessing the power of fans.”

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