Bank of America
NEW YEAR’S EVE CAMPAIGN
OVERVIEW
As 2013 ended and New York City’s crystal ball dropped, Bank of America turned their video billboard in Times Square from a one-way street into a live, two-way conversation. Supported by an online hub, the billboard pulled in pics, messages and Vines tweeted with #TSQ14 and broadcast people’s hopes and dreams for the new year into Times Square. To amplify the experience, senders received responses to their tweets with personalized messages and links to their photos on the billboard in Times Square.
MY ROLE
I designed the layouts, motion backgrounds, transitions, and content treatments for the Times Square billboard, working with Hill Holliday, Bank of America, and Wayin.
Project workflow
Motion background I designed
The complete visual treatment shown in Times Square
Campaign Results
22.8m
National media exposed the campaign to an average of 22.8m viewers
625
tweets per hour at peak times
20,000
social engagements
+83%
boost of Bank of America's sentiment score on social