Overview

To bring SailGP’s global ‘See Boats Fly’ campaign platform to life in New York, DARE created a bespoke OOH execution for ‘The Hundred’, the iconic ribbon screen inside the Oculus at the World Trade Center. Designed to capture the attention of commuters and visitors at one of the city’s most recognisable landmarks, the execution used the scale and movement of the screen to build excitement around the Mubadala New York Sail Grand Prix and drive ticket sales. DARE led the concept, strategy, copy, design and storyboarding, adapting the global platform into a high-impact local experience built for the unique environment.