Citi Built a Ball Pit for Adults in the Heart of Times Square
A ball pit that adults could jump in––located smack dab in the middle of the busiest location in the world. We wanted to capture something nostalgic from a consumer’s childhood to give them an unexpected moment in their day. Once you entered the ball pit you were eligible to receive an award from the playfully named JOYTM. Fashioned to look like an ATM, this machine dispensed JOY and was more Willy Wonka & The Chocolate Factory than Citi. There, through a simple tap of the JOYTM screen, you received a ticket to redeem on site at the JOY Teller’s Window for gifts like concert tickets, airline miles and gift cards. Everyone was a winner and the smiles, especially from those with the special GOLD tickets, were contagious. A live feed of all of these winners was broadcast on the seven-story cylindrical NASDAQ sign.