When is an ice cube not an ice cube?

Japanese advertising agency wins award for Suntory Whisky ad campaign using CNC-milled ice cubes and a 3D printing app from Autodesk.

In 2014, Tokyo-based advertising agency TBWA\HAKUHODO created an ad for Suntory Whisky which included the most gorgeous ice cubes you’ll ever see. The ad won 6 awards at this year’s Asia Pacific Ad Festival (AdFest) in Thailand.

The ice cubes were created from a block of ice using a CNC router to create ice sculptures. Basically this is an inverse 3D printing technique. The CNC router required chilling to -7 degrees Celsius to prevent the ice from melting. The creation of these ice sculptures is more like 3D milling than 3D printing. Rather than building up an object additively, the 3D mill shaves the ice away to create the desired shape. Like a 3D printer, the 3D mill is connected to a computer and uses a 3D-printing app from Autodesk, Autodesk 123D.

Is nothing sacred!