New Yorkers do, in fact, smile.
We brought smiles to Times Square. Literally. Within a two-week brief-to-live turnaround, we prompted 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.