Presented at FITC Amsterdam 2017 Details at http://fitc.ca/amsterdam AMV BBDO’s creative technology director Biffer Rowley takes you on a behind the scenes tour of creating The Martini Smart Cube – an ice cube that orders additional drinks and locates you within the bar. We’ll discuss everything from prototyping to food safety & scaling up manufacturing.

1. BeatTheBarQueues*
*Drink Responsibly

2. EST. 1976
JAMES ROWLEY
DIRECTOR OF
CREATIVE TECHNOLOGY

3. The Martini Smart Cube
What is it?
Challenges
Design
Under The Hood
Keeping It Cool
Functionality
Problems
Manufacturing
Launch
Future Uses

4. VIDEO

5. What is it?
A barman places a MARTINI Smart Cube in your drink when serving. The ice cube-
shaped device, then bobs around until your drink is finished, at which point it senses
the lack of liquid and alerts the bar staff, ordering you a fresh glass.
The cube uses Bluetooth to triangulate your position within the bar, so bar staff can
bring your next drink straight to you.

6. Challenges
Bluetooth doesn't work well under water.
Bluetooth doesn't work well around people (people are 60% water).
It must be completely food safe.
It must float.
It must keep drinks cold.
It must be washable & reusable.

7. Design
Designed using Solidworks.
Account for bouyancy (weight, gravity & other weird physics shit).
Walls thick enough to ensure durability.
Antenna must be positioned out of the water.
Semi-transparent shell to hide electronics, but show light pulsing.

8. Under The
Hood
Gimbal S10 Proximity Beacon
Custom PCB
Atmel Microprocessor
Moisture Sensors
RGB LED
2 x CR2032 Batteries
Food safe glue
Food safe plastic

9. Keeping it cool
Aerogel is a synthetic porous ultralight material derived from a gel, in which the liquid
component of the gel has been replaced with a gas. The result is a solid with extremely low
density and low thermal conductivity.
It feels like fragile expanded polystyrene to the touch.

14. Problems
Shoot for Wired : Rome
Batteries. Fucking watch batteries & cold temperatures. 2 batteries required.
Range is variable depending on environment

15. Manufacturing
200 cubes created in 2 weeks
Injection moulded shell using food safe plastic (Watershed)
Custom circuit boards created
Pick & Place machines & Reflow Ovens used to place & secure components
Cubes manually pieced together

16. The
Launch
Formula 1 : Monza
100,000 people over a weekend.
Martini VIP Bar serving cocktails.
Lots of F1 girls.
Couldn't have gone any better!

20. Future Uses
Drink Analytics
Responsible Drinking
Date Rape Drug detection
Private members clubs
Post launch

21. Thankyou.
Please don't hesitate to contact us if
you have any questions
rowleyj@amvbbdo.com
@vanillabrand