It's been a good week for fun out-of-home brand activations in New York City. First, we had the Oreo Wonder Vault on 18th Street. Now, JetBlue is inviting pedestrians on the Lower East Side to check out a big Rube Goldberg machine it just built in a storefront on the corner of Bowery and Kenmare.
The occasion is the introduction of JetBlue's new direct flights from JFK to Palm Springs. The "Tee Up and Take Off" installation invites passersby to putt a golf ball (golfing being an easier pastime to enjoy in Palm Springs than in NYC proper) from the sidewalk into the storefront—where it travels through a 25-foot Rube Goldberg contraption, with scenes representing NYC through a JetBlue flight and into Palm Springs scenes.
Check out a video of the machine in action here:
The installation, built by MullenLowe, will be live from 5 p.m. through 10 p.m. Friday and from 10 a.m. to 6 p.m. on Saturday. It was meant to go live Friday morning, but got delayed by pretty heavy snow in the city—but that fits right into the message, too. Leave this awful weather behind and get to Palm Springs today!
More pics below.
Client: JetBlue Airways
Project: "Tee Up and Take Off"
Managing Partner, Chief Creative Officer: Mark Wenneker
Executive Creative Director, Art: Tim Vaccarino
Executive Creative Director, Copy: Dave Weist
Vice Presidents, Creative Directors: Amy Ferguson, Julia Neumann, Fabio Brigido
Senior Art Director: Jay Spahr
Senior Copywriter: Cody Dummer
Junior Copywriter: Diego Sarmiento
Junior Art Director: Andrew Markowitz
Production Supervisor: Kristine Ring-Janicki
Senior Art Producer: Jessica Manning
Art Producer: Kate Moore
Senior Production Artist: Julia Sforza
Project Manager: Molly McKeown
Senior Vice President, Group Account Director: Drayton Martin
Account Director: Molly Bluhm
Account Executive: Grace Clemow
Associate Media Director: Kelly McGowan
Media Planner: Lauren Meyers
Digital Media Supervisor: Shoshana Levine
Senior Vice President, Account Director, PR: Jaclyn Ruelle
Senior Account Executive, PR: Brittany Topham