Challenge: Get both jaded New Yorkers and bright-eyed tourists to South Street Seaport. In winter. To see dead bodies. During the holiday season.
Action: We created a multi-platform campaign that leveraged the intriguing nature of a new exhibit (real human bodies) in a manner that was respectful, relevant to personal experience, and provocative. Using traditional and not-so-traditional channels, we blanketed the city with captivating visuals to generate awareness, excitement, and foot traffic. People came (in droves)... and are still coming.