The Participation Agency Builds Crazy Out-of-Home Campaigns

Boutique shop mixes digital and experiential

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Specs
Who Ruthie Schulder (l.), president; Jessica Resler, creative director
What Experiential marketing firm
Where New York



Even people who don't live in New York know that New Yorkers have no living space. So a few years ago when Ruthie Schulder and Jessica Resler transformed a vacant lot on the Lower East Side into a '50s-style suburban backyard (complete with lawn chairs and pink flamingos), the whole city took notice. And that was the point. Timeshare Backyard could be rented by the hour, and Coca-Cola's iced tea brand Fuze wound up booking it for eight weeks.

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