New York Times

Overview

The New York Times joins forces with Dow Chemical to support the Blue Planet Run Foundation in raising awareness of the global need for clean drinking water. They turn to ProActive to help launch a three-month, worldwide running relay with a bang in New York City.

Challenge

Bring a serious issue – the global water crisis – to the streets in a celebratory way. Work within a non-profit's budget to deliver a unique response to a creative challenge.

Solution

Create a unique program with attention-grabbing oversize (3 x 5 feet) painted sneakers, placed all over the city – and sponsored by celebrities, including Alan Cumming, Laura Dern, Ben Harper and Mena Suvari. Auction sneakers off afterward in a not-to-be-missed fundraising event.

Results

The amount of press and buzz generated throughout the city from the kickoff surpassed expectations, and the client returns to ProActive for more innovative thinking on additional events.

Services

Creative

talent selection and procurement

Event Management

site acquisition, auction management

Production

equipment and labor management, technical services