THE CHALLENGE
How does the largest consumer goods organization in the world celebrate 75 years of delivering the brands families rely on from day to day?
THE BIG. SIMPLE. IDEA.
For one show-stopping day, Procter & Gamble stood up and finally took credit on the grandest stage America has to offer – New York City. Gifting NYC one Big Blue Box after another, P&G celebrated 75 years of innovative products that make the ordinary day-to-day tasks extraordinary in their own right. Through a classic shave shop in Soho, a pop-up makeup station in Times Square, a pet-friendly photo op in the Upper West Side, and a beauty salon in Harlem, P&G showcased their category-leading products from Gillette, Covergirl, Iams, Swiffer, and more – each in their ultimate proof-point environments. Street teams canvassed the city to provide even more products when and where needed most, and branded pedicabs drove consumers from one box to another.
The activities were anchored by a giant Big Blue Box – the historical P&G hub and activation command center directly in front of Macy’s flagship store in Herald Square.
