| Title | ICE QUEEN |
| Brand | GUINNESS ANCHOR BERHAD |
| Product / Service | GUINNESS DRAUGHT BEER |
| Category | A07. Use of Original Music |
| Entrant | FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE |
| Entrant Company | FUSE ADVENTURES IN AUDIO Singapore, SINGAPORE |
| Advertising Agency | BBDO SINGAPORE Singapore, SINGAPORE |
| Production Company | DIRECTORS THINK TANK Kuala Lumpur, MALAYSIA |
| Name | Company | Position |
|---|---|---|
| Fuse Adventures in Audio | Fuse Adventures In Audio | Audio House |
| Primus Nair | BBDO Singapore | Executive Creative Director |
| Douglas Goh | BBDO Singapore | Group Head (Art) |
| Ronald Ng | BBDO Singapore | Chief Creative Officer |
| Joe Braithwaite | BBDO Singapore | General Manager |
| Fiona Huang | BBDO Singapore | Senior Account Manager |
| Ann May Chua | BBDO Singapore | Producer |
| Katherine Lian | BBDO Singapore | Creative Services Director |
| Bruce Dallas | Guinness Anchor Berhad | Head of Marketing |
| Graham Villiers Tuthill | Diageo | Regional Category Head |
An 'ice queen' is stood on a podium, firing arrows made of ice and wiping out a battallion of soldiers in a fantasy historic setting atop a snow-covered mountain range. Some soldiers are hit by arrows, others cower behind cover. One soldier, our protagonist, is leaping through the carnage towards the ice queen, dodging her arrows. He gets closer to her, then stands still, totally exposed to her attack. The ice queen aims her bow and arrow at him. Their eyes are locked in a mutual gaze. The battle scene fades away and transforms into the interior of a contemporary lounge bar. Our protagonist is there - he's been daydreaming. He 'wakes up', looks around him, and sees other men sat at tables, playing pool, keeping to themselves. The ice queen is a lone, beautiful woman in the bar. She meets eyes with our daydreamer. He steels himself and walks toward her. Then supers say "What are you made of?"