Procter & Gamble // New York Tough
New Yorkers march to their own beat, yet living in the city united them and became the common thread for Procter & Gamble’s integrated NY Tough campaign. Recognizing great potential in the Big Apple, P&G wanted to focus attention on their top nine brands as a solution for the daily tasks of city-dwellers. Humor and wit were used to highlight relatable, everyday struggles while showcasing P&G as the solution to manage the madness. The fully integrated campaign increased awareness and relevancy of hero P&G brands by 50% among New Yorkers and garnered over $60M in incremental sales for participating brands in the NY-metropolitan market.
I art directed and designed an integrated media presence with subway takeovers, taxi-tops, and digital billboards that dominated in busy areas like Times Square, Madison Square Garden, and Penn Station, as well as print, newsprint, and digital ads.
Outdoor
Times Square
Penn Center
Madison Square Garden
Digital
Newsprint
