A southwestern Ontario ice company is addressing its role in a viral, short-lived promotional stunt for Drake’s upcoming album.
Iceculture Inc., based in Hensall, Ont., manufactured more than 3,500 ice blocks for an installation teasing the rapper’s new project, Iceman. Heidi Bayley, president of Iceculture, said her team was hired to execute a large-scale creative concept.
“I think the Drake team, led by Mr. Bable, did a really good job and had a clear vision,” Bayley said. “Iceculture is known for large projects, and this was no exception.”
Bayley confirmed she knew the installation was connected to Drake, though she wasn’t initially aware of the full messaging behind it. The company supplied just over 3,500 uniform blocks, each weighing nearly 300 pounds and measuring roughly 50 x 101 x 25 cm.
“We make just under 300-pound carving blocks specifically for ice sculptures,” she explained.
The project’s timing worked in Iceculture’s favor. “Spring is usually quiet, so we had inventory,” Bayley said. “We were able to pull enough stock to meet the scale of the project.”
The installation quickly attracted crowds, with some fans using blowtorches, sledgehammers, and pickaxes to break into the ice. The stunt eventually revealed a hidden date: May 15.
“I was very surprised. I’ve built a lot of sculptures in my time, and safety is always number one,” Bayley said. “I was surprised to see the reaction… and it certainly got attention, which was the aim.”
The display was ultimately shut down after concerns from city officials.
“The fire department’s decision was unfortunate,” Bayley said. “I was disappointed for our client. It was doing a lot of positive things, but I understand the criticism around such installations.”
Despite the early end, Bayley called the activation a memorable moment.
