Elf on the Shelf wanted a big idea to advertise their new movie, "An Elf Story," before Christmas. If you have children, you probably have an Elf of the Shelf and know that the Elf flies to the North Pole every night and comes back the following day in a new location which is where my idea started.
The Elf had become such a household name they now had an iconic Macy's day parade Elf balloon. I pitched a five-day tease and reveal campaign starting the week of Thanksgiving leading up to the Macy's day parade in Times Square.
Wallscapes, digitals, and small digital displays were proposed with an inflatable 3D Elf prop positioned on a different board every night, leaving the public to wonder where the next Elf would show up in the morning. On Thanksgiving morning and the day of the Macy's parade, digitals revealed the new movie, "An Elf Story," was now available for purchase. An experiential pop-up store located in the middle of Times Square would sell the DVD and merchandise.