A promotional campaign took place in Sydney, Australia to mark the opening of a new clothing label. However, they made their debut in the most interesting and peculiar way.

Using a 400 pound block of ice with $1,000 Australian dollars frozen within it and placing it in the middle of Martin Place, people were invited to icepick it to their heart’s content for the cash.

Looking through the gallery of this event, this ice block of cash successfully attracted a lot attention and hardworking ice-pickers. Aside from being a creative debut, they also placed a different meaning to the phrase, “cold, hard cash.”