As a powerful extension of the new “Never Lose Your Splash” brand campaign for Visit Lauderdale, we set out to create a moment that would stop our biggest feeder market in their tracks. For New Yorkers in the rush of everyday life, joy can too often quietly fade into the background. We wanted to disrupt that with a simple but powerful message.
Our research revealed a simple truth. People are craving escape. In Greater Fort Lauderdale, the waterways create an environment where happiness just happens. People breathe easier, relax more deeply, and rediscover spontaneity.
So we asked a question we all should consider: When was the last time you did a cannonball?
Turning Skyscrapers Into a Splash Zone
To bring the idea to life, we created a two-panel 3D billboard in New York City to disrupt the iconic skyline. Against this backdrop of steel and glass, a very human moment breaks through the clutter as a larger-than-life person leaps through the air to perform a human cannonball, in a dramatic moment that seemingly spills out over Times Square.
The contrast is intentional. Busy streets. Towering buildings. Endless schedules. Then, splash! It is a visual interruption and a reminder that joy does not have to be complicated. Sometimes it is simply the freedom to jump right in.
Designed for Bold, Immersive Impact
The creative was displayed on two iconic digital boards in the heart of Times Square, spanning two buildings but creating one giant story to create a seamless, immersive experience. The extended canvas makes the splash feel bigger, more dimensional, and impossible to ignore.
The result was something with bold impact. A disruptive moment that made people pause, smile, and imagine their own escape. Because Greater Fort Lauderdale is not just another beach destination. It is a place where the water moves you and spontaneity still lives.
And sometimes, all it takes is remembering to Never Lose Your Splash.