We realized that HSBC was sitting on some of the world’s prime retail space, and saw an opportunity to utilize this and continue the “what’s your point of view?” campaign conversation with New Yorkers on an everyday street level for $0.00 media budget.We installed “living billboards” over weeks in key HSBC Bank branches, complete with live performance, SMS text interaction and global webcam feeds to yourpointofview.com that let the world see New York Windows Theatre and join in too.

In addition to deposits doubling at the 5th Avenue headquarters (all with $0 invested in paid media), the project was so successful that we were called back out for an encore. For the second show, we featured a pack of crazed paparazzi and super-bendy yoga fanatics.