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.
Five iconic locations. One city-wide moment.
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.
We were leaving the activation, fully happy. The execution was a 10. The campaign was a 10. An epic night already in the books.
Then someone looked up.
The Empire State Building was glowing pink and orange. Forty North pink. King's Hawaiian orange. Lit up together at the top of the most famous skyline on earth.
It was not coordinated. It was not planned. The most iconic building in the world simply joined the celebration on its own.
A surprise. A nod. A wink from the city. We quietly took it in. That night, it felt like the Empire State lit up for us.
"It felt surreal. The most iconic building in the world lit up in our colors. Both brands, at the same time, completely unplanned."
A collab. A celebration. The city applauding back. This is what it looks like when the city loves you right back.
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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