What?
The National Marketing Awards were celebrating their 18th anniversary. They needed an outdoor activation that was much more than just a photo op: an experience capable of drawing in attendees, sparking conversation, and turning this year’s tagline—“You’ll remember where you were when we turned 18”—into something that could truly be experienced. something that could truly be experienced.
How?
We all remember where we were when we turned 18… What if we used that memory to talk about everything that has also changed in marketing over the past 18 years? That’s how an experience spread across two floors came to be, featuring our Pop Out structure that blended music, memories, and our profession. On the ground floor, music became the central focus of the experience. Attendees entered the year they were born via an app, which immediately calculated the year they turned 18 and retrieved the most popular song from that era. A DJ was on hand to play it. The first floor was filled with vintage phones that, when picked up, invited attendees to answer questions about the evolution of marketing.
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