For King's Hawaiian's 85th anniversary, Forty North transformed New York City into a canvas. The Brooklyn Bridge, Grand Central Terminal, a Manhattan skyscraper over the Hudson, LED trucks, and 2,000 taxi tops became one unforgettable holiday takeover.
One of the world's most recognizable structures became a living canvas, with the East River and Manhattan skyline delivering pure cinematic scale.
Projected across the facade during peak holiday traffic, the campaign turned daily movement into a shared public moment.
Seen over the Hudson, the campaign felt less like media placement and more like part of New York's architecture for the night.
During the campaign, the Empire State Building independently turned pink and orange — the exact colors of Forty North Media and King's Hawaiian. It was not coordinated. It was not planned. The most iconic building in the world simply joined the collaboration on its own.
"It felt surreal. The most iconic building in the world lit up in our colors — both brands, at the same time, completely unplanned."
I worked with Paula and her team at Forty North Media and was extremely pleased with the effort, professionalism and execution they put forth. 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.
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