A Priceless New Year

Situation
On New Year’s Eve, millions of people come to Times Square. Mastercard wanted to wish them all a Priceless New Year in a big way. However, the only digital billboards left were oddly-shaped units on opposite corners. 

Idea
We entertained the massive, captive audience by optimising the odd-shaped billboards with 12 animated stories. Each story represented a month of the year and utilised the windows in the Nasdaq board and the tall, shallow shape of the Reuters board. 

Outcome
While millions waited hours for the ball to drop, Mastercard provided a Priceless New Year message that lead up to the final countdown to 2015.