Must be the sunshine.
Challenge: VISIT FLORIDA wanted to brighten the lives of those stuck in America's most miserable, winter-worn states. So we thought, why talk to people in their comfy living rooms, when we can talk to them in the cold, harsh, streets… like when they're waiting for a cab?
Idea: Taking a cue from nature's greatest warmth-seekers – birds – we mounted flying mannequins on taxis, and urged onlookers to "Fly south this winter."
Results: People weren't the only things soaring. 5,000,000+ saw our 3D taxi toppers. Hotel occupancy went up 9%. And revenues increased over 21%.