World Gold Council Outdoor TIMES SQUARE RING HUNT by BBH New York

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TIMES SQUARE RING HUNT

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Industry Charities, Foundations, Volunteers
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency BBH New York
Executive Creative Director Ari Weiss
Art Director Dave Brown Bbh
Copywriter Ian Hart Bbh
Released October 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: WORLD GOLD COUNCIL
Product/Service: GOLD
Agency: BBH NEW YORK
Chief Creative Officer: John Patroulis
Executive Creative Director: Ari Weiss
Copywriter: Ian Hart
Art Director: Dave Brown

Ambient Execution Description
How much can a single gold wedding band really be worth? To find out, we created an alternate reality game that challenged both real world and online players to find Miranda's gold wedding ring, lost somewhere in the middle of Times Square between Christmas and New Years Eve.

For six glorious days, players scoured the mean streets of the big apple and the meaner streets of the world wide web for clues left on a video billboard in Times Square, in Miranda's Twitter feed, in Yelp reviews, in a Craigslist post, in email exchanges, on wild postings and even on the menu of a hole-in-the-wall, SoHo sandwich shop.

In the end, our winner collected a $5,000 reward, but the participation and compassion of our fans proved that gold, more than any other metal, has an emotional value far exceeding its cost-per-ounce.