Read the original article at Agency Spy.
Carmichael Lynch took advantage of the snowy weather in Minneapolis, tasking artist Simon Beck with transforming Target Field into a snow art installation for The Great Northern, an annual 10-day winter celebration in Minneapolis and Saint Paul.
While not part of the official Super Bowl Live festivities in the city (it does not have any affiliation with the Super Bowl), the effort uses the sizable audience in the city to draw attention to The Great Northern, which includes the City of Lakes Loppet Ski Festival, the Saint Paul Winter Carnival, the U.S. Pond Hockey Championships and other events highlighting winter outdoor activities in the Twin Cities.
“We’re thrilled to host Simon Beck at Target Field to bring the beauty of winter to life in a whole new way,” Twins president and CEO Dave St. Peter said in a statement. “We’re obviously big fans of spring, summer and fall but we wouldn’t call ourselves true Minnesotans if we didn’t have an equal passion for winter, too.”
Beck created the installation using only snowshoes and manpower in ten hours over the course of two days. According to a press release, that added up to over 45,000 steps.