For the Gen Z audience, we partnered with Parade, a socially-conscious and sustainable intimates brand focused on inclusivity, community, and self-expression. To accurately and authentically reflect the spirit of the brand alongside the launch of their whimsical Summer Daisy Collection, we took over New York’s trendy Dime Square neighborhood and transformed it into a field of daisies as far as the eye can see. It was a true living, breathing expression of the brand. Working alongside city officials to secure proper permitting, we were able to create an OOH Stunt that attracted millions of social impressions and mirrored Parade’s values of community, through partnerships with neighborhood flower bodegas and other local businesses, and sustainability, by relying on eco-friendly and biodegradable material for the setup of this unique pop-up weekend experience.