Marshalls erected a gigantic 30-foot by 30-foot wall in New York’s Flatiron Plaza that was studded with Father’s Day gifts. Anyone who approached the billboard and told a dad joke got the chance to select one of the gifts off the billboard for dad. Then, a certified climber scaled the wall to retrieve it.
Stocked with father-friendly finds, the gigantic, gift-touting billboard offered classic and wow-inspiring gifts for the crowd in New York's Flatiron Plaza.
The idea was concepted by Leo Burnett to help Marshalls attract last-minute shoppers seeking surprising gifts for Father’s Day. Leo Burnett worked in partnership with PR agency MSL Chicago on the activation which included a surprise appearance by musician Kevin Jonas who grabbed a gift for his dad.
Agency: Leo Burnett
PR Agency: MSL Chicago