Industry insight, campaign stories, and the thinking behind the world's most talked-about Out-of-Home moments. Straight from the team placing them.
For their 85th anniversary, King's Hawaiian came to us with one request: make New York City feel it. Not just ads. A takeover. A feeling that the entire city was celebrating with them.
On December 11, 2025, in the middle of the holiday rush, we built a full-city story. Times Square. The Brooklyn Bridge. Grand Central Terminal. A Manhattan skyscraper overlooking the Hudson. LED trucks in every borough. Two thousand taxi tops carrying King's Hawaiian through every neighbourhood. King's Hawaiian orange, everywhere you looked.
We projected King's Hawaiian directly onto the face of Grand Central Terminal during the peak of the holiday rush. One of the most iconic projection moments we've ever executed. On the Brooklyn Bridge, the brand glowed across the stone towers in a shot that became the image of the campaign. On the Verizon Building, a skyscraper overlooking the Hudson River, King's Hawaiian became part of the Manhattan skyline.
Then the Empire State Building lit up in King's Hawaiian orange. Unprompted. New York's most iconic landmark simply decided to celebrate with us. When the city does that on its own, you know the campaign landed.
"We had a vision to engage with consumers in an 'outside the box' idea with a holiday-inspired NYC takeover, and Forty North Media delivered. I would highly recommend Paula and Forty North Media if you are looking for a high quality, top notch organization!"
— Kevin Hunker, Omnichannel Marketing Manager, King's HawaiianThis campaign was historic, epic, and exactly what Out-of-Home should be at its best: immersive, cinematic, and unforgettable.
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