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Last weekend, Penn’s Landing in Philadelphia had a new structure, a 12-foot-tall PNC Bank branch made out of 5,000 pounds of gingerbread. Why? The bank’s agency, Deutsch, wanted to get consumers excited about PNC’s annual Christmas Price Index, which prices out each gift from “The Twelve Days of Christmas.”
“The Christmas Price Index was created to make learning about the economy a bit more fun,” said Jeremy Bernstein, evp and group creative director at Deutsch. “For this to happen, though, we needed to grab people’s attention.