SmileDirectClub x NYC

What if we gave New Yorkers an excuse to smile?

CHALLENGE: “The media team bought media in Times Square. You have two weeks until it’s live.”

We brought smiles to Times Square. Literally. Prompting people to send their message of congratulations or happy birthday or general goodwill for someone else in a text to us. Then we showed the world.

What about the rest of NYC?

So that was for the tourists and folks who — God bless ’em — work in Times Square. To speak to New Yorkers, we knew we had to speak like, well, New Yorkers. So we unfolded our maps and got real local.

In-house team: Leigh Finney, Vince Skyers, Gage Lozano