After the attacks of 9/11, Lower Manhattan saw 20 years of positive real estate momentum. That came to an abrupt stop a few years ago after Covid-19 and other factors caused corporate decision makers to become more cautious about commercial property investments.
Wunderman Thompson partnered with the Alliance for Downtown New York to launch the “Only Downtown” campaign, aiming to renew interest in the neighborhood for commercial real estate decision makers. Running throughout New York and on public transit, the OOH campaign highlights the unique soul and versatility of Lower Manhattan.
In an effort to position Downtown as the ideal place to work, the agency chose to juxtapose side-by-side pictures of key locations and landmarks in the neighborhood. “Work Hard” at commercial office building Brookfield Place is contrasted against “Pray Hard” at Trinity Church. The “Everything” bagel at Leo’s Bagels is paired with “Then Sum” at Dim Sum Palace.
In another, “1,776 Feet” at the iconic Freedom Tower is shown next to “1776 Feat” at George Washington’s statue at Federal Hall on Wall Street.
Jessica Lappin, president of the Alliance, spoke of the value Wunderman Thompson brought to this project.
“Their insights into our neighborhood were keen and the creative they delivered sparkles with wit and visual impact,” said Lappin in a statement. “The ability to speak to multiple audiences with one malleable approach makes this campaign very special.”
With its own office located at 3 World Trade Center, Wunderman Thompson has a personal investment in the Alliance’s initiative.
“On the way to the office every day, we’re lucky enough to walk past many of Downtown’s iconic spots, so we wanted to highlight them with a bit of New York wit,” said Dominic Al-Samarraie, executive creative director at Wunderman Thompson New York in a statement. “The best part is that you don’t have to choose between the places we’re featuring, because Downtown, you have them all.”