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Marshalls Helps Shoppers Elevate Their Father’s Day Gifts - Literally

Leo Burnett Chicago’s out-of-home activation surprises shoppers with a scalable, gift-touting billboard.

While procrastinators nationwide scrambled for last-minute Father’s Day gifts, Marshalls had New Yorkers covered with a unique and unexpected way to, literally, elevate their gift-giving game.

Bringing the fun of shopping in stores to the streets in a big way, Marshalls and Leo Burnett Chicago erected a larger-than-life, scalable billboard, studded with father-friendly gifts from Marshalls. Located in Flatiron Plaza, the 30-foot installation was stocked with wow-inspiring items, including electronics, luggage and even a bright green kayak. Participants simply shared a dad joke, which triggered lights that selected a gift for dad. But, dad jokes were only half of the fun. Certified climbers then scaled the billboard and retrieved the gift for the last-minute shopper.

In addition to public participation with the billboard, musician Kevin Jonas also made an appearance at the wall to play and retrieve a gift for his own father.

The stunt exemplified both the creative solutions that Leo Burnett is known for providing its clients and Marshalls own everyday offerings: a surprising selection of products and a fun shopping experience.

June 19, 2018