Dawn dish soap had just achieved a huge milestone. One worthy of a Grand Central-sized celebration. So, they called Cramer.
Dawn was marking 40 years of rescuing birds and animals affected by oil spills and environmental disasters. With more than 75,000 animals saved, they wanted to hold a press event and consumer experience in New York City’s Grand Central Station to mark the occasion.
The activation, designed to highlight four decades of campaigns and support—and capture the attention of cause-minded millennials and Gen-Z customers—included:
- immersive multi-media experience complete with a mega-sized projection-mapped video animation, stretching from floor to ceiling enveloping curious commuters
- GIF station
- full press event featuring House of Cards star, Kate Mara
When consumers entered Vanderbilt Hall at Grand Central—either by simply passing through or being directed by brand ambassadors holding blue Dawn balloons—their attention was immediately drawn to massive projections of animals sweeping across the ceiling.