Unbelievably Good Office Installation
Great campaigns shouldn’t stop at the subway turnstile—they should live and breathe inside the walls of the organization itself. That was the thinking behind my idea to extend MetroPlusHealth’s Unbelievably Good campaign, which ran throughout the New York City subway system, into the elevators of our Manhattan headquarters.
My Role
I originated the concept of transforming our MTA brand train activations into an in-house employee engagement installation. By reimagining the campaign inside our own building, I created a brand experience that worked on two levels:
- Employee Engagement: Inspiring pride and excitement among the H+H workforce who use the elevators daily.
- External Awareness: Capturing the attention of visitors, partners, and businesses who come to our headquarters for meetings—turning everyday elevator rides into immersive brand moments.
The Approach
- Recreated the look and feel of the subway train activation within building elevators, keeping campaign messaging and visuals consistent.
- Designed the installation as a seamless extension of our citywide campaign, reinforcing MetroPlusHealth’s mission to bring “Unbelievably Good” healthcare to every New Yorker.
- Ensured the project remained true to both the creative strategy and brand voice while adapting it for a new, unexpected environment.
The Impact
The result was a unique activation that strengthened internal brand engagement and delivered a dose of creativity to every ride. Employees felt a stronger connection to the campaign they helped bring to life, while visitors left with a memorable, branded experience that showcased MetroPlusHealth’s energy and commitment to New Yorkers.
