Marshalls: Father's Day billboard by Leo Burnett

Client: Marshalls
Date: Jun 2018
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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

Client: Marshalls