#NYCTakeoff
The average New Yorker walks by more than 10,000 ads a day. So we decided to reward people for paying attention to ours – by hiding vouchers for great New York experiences in plain sight.
The catch? You had to do something that seems borderline illegal. You had to steal the ad.
On a small, regional out-of-home budget with a 30-day media run, the campaign managed to nab more than 65 million earned media impressions worldwide, no really, it did. Watch the video.
With
Agency: Mullen Lowe
CD:Enrique Camacho
Senior Art Director: Pier Madonia
Senior Copywriter: Sarah Schmid
Art Director: Lisa Della Piana
Design: Tony Frusciante