Take one. Literally.
A wellness supplement launch across SoHo, the Lower East Side and Williamsburg: 40 sidewalk stencils, 30 jumbo posters, and 4 takeaway posters carrying 40 product samples people could pull off the street. 74 documented placements around the Morgenstern's activation.
- Placements74
- FormatTakeaway Posters
- Documented36install photos on file
A supplement brand people could read, pass, and pocket.
Momentm is a wellness supplement brand, and its brief had a fixed anchor: an activation at Morgenstern's, 2 Rivington St, July 31 and August 1. The street campaign's job was to surround that moment, so the run was built as three formats working the same few square miles at different registers.
The big sets took construction hoarding in SoHo and on the Bowery; the pairs worked tighter Williamsburg fence lines. At that scale the product art reads from across the street, and a set of four turns a corner into a brand wall.
40 sidewalk stencils in a black and white mix, all three approved designs. The rule was contrast: black on lighter concrete, white on darker surfaces, so every placement reads regardless of the slab it landed on. Stencils worked the walking approaches, the crosswalks and corners where the poster walls hand off to foot traffic.
The takeaway posters, up close.
Four 48x36 posters carried 40 stick packs between them, printed in yellow and purple runs. Passersby pulled samples straight off the tear-off strips, and we re-photographed each placement as it emptied. An emptying strip is the closest thing street media has to a redemption count.
Where it ran.
Manhattan carried the launch-week density; Brooklyn carried the walls with the longest dwell.
The three formats covered each other.
Posters built scale for anyone moving fast, stencils caught the heads-down walkers at their feet, and the takeaway posters converted attention into a physical sample in someone's pocket, all within walking distance of 2 Rivington while the activation ran.
74 placements, each photographed on install with coordinates logged.
The takeaway posters were shot again as the sample strips emptied, which is the closest thing street media has to a redemption metric.
22 additional installs.
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