The Challenge
TYB needed to launch Obsessions+ with a campaign that created broad street-level visibility while supporting a memorable launch-night activation. The campaign required five creative designs, a mix of jumbo and mini poster formats, coverage across five New York City neighborhoods and three digital projection locations working together as one coordinated campaign.
Shortly before installation, updated launch creative with revised QR artwork needed to be incorporated without delaying the campaign schedule.
‧
Our Approach
Integrated Multi-Format Execution
We combined 48×72 jumbo posters, 24×36 mini posters, and digital projections giving TYB a cohesive presence across multiple outdoor advertising formats.
‧
Strategic Neighborhood Coverage
The campaign covered SoHo, Williamsburg, the Lower East Side, the West Village, and the East Village, creating repeated visibility throughout neighborhoods most relevant to the launch.
Launch Night Digital Projection
Three digital projection locations transformed launch night into a live activation, extending the campaign beyond static installations.
Creative Agility
We accommodated updated launch creative shortly before installation while maintaining the scheduled campaign launch
The Results
The campaign launched on schedule across all planned locations, delivering a coordinated outdoor advertising campaign that combined wheatpasting and digital projection. TYB's team actively documented and shared the campaign across social media, while featured participants amplified the launch through their own content, extending the campaign's reach beyond the street.
The strength of the partnership also led to a referral that became our Vercel campaign across New York and London, reflecting the client's confidence in Unity Street Promo's execution and collaboration.
‧
