News

Digital signage 'umbrella' provides shelter in Times Square

June 16, 2016

New York City pedestrians are taking shelter under a large "digital umbrella." Kitchen and bath company American Standard's virtual faucet "rains" on one of the busiest intersections in the city via Clear Channel Outdoor America's revamped digital displays, according to a press release from Clear Channel.

American Standard and DXV by American Standard launched the new digital and interactive OOH ad campaign in Times Square, inviting passersby to share an umbrella. The stacked digital screen combination with American Standard's faucet video and CCOA's HD crowd cam allows pedestrians to take cover together in Times Square and share images of themselves with their new friends with the hashtag #ASTurnsItOn, the release said.

The Thorburn Group of Minneapolis provided the creative for the campaign. Its goal is to increase awareness for American Standard's kitchen and bath faucet business and shift the company's perception as just a toilet brand. In addition to the interactive crowd camera, this morning an event, "The Art of Bathing," was held in Times Square, illustrating shower and bathing habits through the use of actual sets and virtual reality.