World’s Largest Digital Umbrella Shelters Times Square Visitors
NEW YORK, NY - Times Square pedestrians are taking shelter under the world’s largest umbrella as American Standard’s virtual faucet ‘rains’ on one of the busiest intersections in NYC via Clear Channel Outdoor America’s digital out-of-home displays.
With the rain showers beginning this month, American Standard, and DXV by American Standard, launched this new interactive digital out-of-home ad campaign in the heart of Times Square inviting passersby to share an umbrella with millions of random people. Using stacked digital screen combination with American Standard’s faucet video and CCOA’s HD crowd cam, pedestrians can take cover together in Times Square and then share images of themselves with their new friends with the hashtag #ASTurnsItOn.
This is the first time American Standard has turned to Times Square to launch its strategic redirect to increase awareness of the brand and the location of this campaign marks a first for the kitchen and bath industry overall.
The Thorburn Group of Minneapolis brought American Standard’s faucets to life with the creative for the campaign – helping the company to increase awareness for their kitchen and bath faucet business. In addition to the interactive crowd camera, on the morning of June 16, an event dubbed ‘The Art of Bathing’ will come to life in Times Square, illustrating shower and bathing habits through the use of actual sets and virtual reality.
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