Candid: Smile on, New York.

In spring 2020, as the pandemic was taking hold and uncertainty prevailed, a spat between Jerry Seinfeld and a New York bar owner sparked a national conversation about whether or not “New York is dead.” In response, we created a campaign that jumped right into the cultural conversation with definitive: No. 

The Candid brand is grounded in the idea that good health unlocks self-expression and confidence, which aligns perfectly with the spirit of New York City. So on digital Halo-topped cabs in New York City, we launched Smile On, New York. It was a geo-specific, neighborhood-by-neighborhood love letter to our hometown. Thanks to Halo’s innovative tech, we were able to surface over 50 unique creative assets that were triggered by the cab’s location. 

The campaign launched with a :40 manifesto film online and was supported through static OOH, a website, and a social competition that got New Yorkers involved by allowing them to submit reasons to smile -- which we also translated into new cab top creative.

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