Bauducco Panettone Thanksgiving at Times Square
Video / Out-Of-Home / Award Winning / Integrated / Interactive
Bauducco is the leading Panettone manufacturer in the world. Panettone, a traditional Italian cake, is a staple in families’ tables when they get together during the holidays. Last year, Bauducco launched a strong out-of-home campaign that included some placements in Times Square. They wanted to do something different with these placements, especially “the cube,” a colossal cubic digital billboard that was placed in the heart of New York.
Because Panettone represents getting together with people you love, what better time to highlight this than Thanksgiving? We picked up our cameras and went to Times Square, where we started talking to people on the streets and learned their stories. We discovered that a lot of people have very emotional stories with loved ones who are far away and that they wish they could be closer to them this time of the year. We then surprised these people using our “cube” placement to publish, in real-time, a touching message to their loved ones who are far away, and we caught their emotional reactions on camera.
How We Did It
In less than a week, we developed a mobile software system that allowed us to write the messages live from our mobile device and send them directly to the billboard right as we learned each person’s story. There were no scripts, no pre-interviews, and no rehearsals. We captured live, raw emotional reactions from real people.
Spreading the Message
All of the stories and reactions were filmed, edited, and shared as 1-minute and 3.5-minute videos that became viral on social media and ended up reaching a total of more than 1.5 million people. The campaign’s story was also picked up and shared by the press around the globe. It was posted and printed by newspapers, websites, blogs, and TV channels in the US, Brazil, and even Japan, showing that the desire to get closer to the people we love – particularly during the holidays – is universal.
This work won Best in Show – Out-of-home at 2019’s Miami Addys