First "Cool Your Mind” brand activation brought us together with consumers, at Caddebostan seaside. So, most of the consumers got the chance to try First’s mind cooling effect, during hot summer days. Firstly, consumers chewed First gum, then blew the mobile device. In pursuit of, an ice effect covered their profile pictures, and also, they got their mind become cooler. At the end, consumers had so much fun, and they shared ice covering effect video on their profile picture, by using social media accounts.