Using the phonetic alphabet employed by airline pilots, Delta teamed up with Australian designer, Karan Singh, to turn an outdoor space in Williamsburg into a 145’-by-53’ puzzle that gave New Yorkers a chance to win a direct flight to the destination of their choice.

Once decoded, the wall asked viewers to Instagram their dream vacation to Delta. Using Instagram’s new photo carousel feature, they’d spell out their ideal destination letter-by-letter. This feature was new to market, and allowed Delta to flood Instagram with posts that engaged and encouraged New York residents to travel the world.