Citi challenged us to pull off a viral stunt that would catapult the bank and their new campaign, “Welcome What’s Next,” to the forefront of clients’ minds across the country.
We introduced the Citi JOYTM. It acted exactly like an ATM, but instead of dispensing cash, the JOYTM delivered pure joy from its automated heart.
During the holiday season, we took over Times Square where New Yorkers and tourists alike were invited to make a withdrawal. When activated, the JOYTM dispensed prizes like Metro cards, airline miles, and Citi swag along with a ticket good for access to one of our greatest joy-inducing creations: the giant ball pit.