On any day in New York City, 180,000 people pass the corner of Grand Central Station - a great place for Lipton to create a striking event to introduce a new product. An experiential event was staged in the busiest transit area in New York City, Grand Central Station, with an eye-catching display as the centerpiece. Visitors watched as people appeared to be floating in the air, and brand ambassadors handed out free samples of Lipton Sparkling beverage.

A smart adaptation of Lipton Sparkling’s TVC which featured people floating up into the air on a flurry of tiny bubbles, the concept utilized high tech nano-particle diffusion screens that allow live action video to be projected into what looks like empty space.

An experiential event was staged in the busiest transit area in New York City, Grand Central Station, with this display as the centerpiece. It was placed directly to the side as people enter to startle and surprise as the characters launch into the air, while brand ambassadors hand out Lipton Sparkling free samples.

We reached thousands of Grand Central Station's tourists and commuters, who were surprised and delighted by the experience and their first taste of the new beverage.